DALLAS — For the Dallas Mavericks, so much is changing from a year ago — a new owner, a winning record and a new arena rising on the northwest side of downtown.
A new look will fit perfesctly with the theme.
The National Basketball Association team is redesigning its image, starting with a new logo already popping up in the Dallas-Fort Worth market.
At the start of next season, the Mavericks will don new uniforms when they dribble their way onto a redesigned court at the 18,000-seat, $350 million American Airlines Center.
The new logo and uniforms signify a new era for the Mavericks, but they're also a way to re-energize the team's retail sales. The Mavericks and the NBA expect a slam dunk with increases in sales of jerseys, T-shirts, caps and other paraphernalia.
When it comes to team merchandise, the game today is to produce designs and colors that become fashion statements — so the market extends beyond the team's die-hard fans.
As always, Mavericks owner Mark Cuban has a good grasp of the business angle: "I want a uniform so cool that kids want to wear it to school."
The image — a silver and black stallion on a vivid blue basketball — shows up on advertising, business cards, Cuban's courtside attire and merchandise in the team store at Reunion Arena.
"The new icon is very aggressive," said Mavericks president Terdema Ussery. "We think that reflects who we are as an organization."
This week, the Mavericks' new look gets a national debut of sorts, with merchandise going on display at the annual Super Show of sports products, starting today in Las Vegas. Retailers from all over the country will have their first chance to submit orders for merchandise with the new look.
At next month's NBA All-Star Game in Washington, the new logo will be on shirts produced by Nike Inc. and worn by any Maverick who participates.
For two decades, the Mavericks' image has centered on a blue 'M' and a green basketball, topped with a jaunty cowboy hat inspired by original owner Donald Carter. "It had gotten stale," Ussery said.
Ross Perot Jr., who bought the team from Carter for $125 million in 1996, started the redesign process. Before it could be finished, Perot sold the Mavericks to Cuban for $280 million.
The change of ownership meant starting the redesign all over again, Ussery said, so the new owner could put his stamp on the team's image.
Outside sports, companies revamp their images and logos without much fanfare. When teams do it, the process becomes more complex because of the need to follow league rules and coordinate with dozens of outside companies that sell licensed products.
Usually, the NBA requires 22 months to change a team's look, said Christopher Arena, the NBA's director of performance apparel and quality control.
Why so long? Teams need time to figure out what best suits their market and philosophy. Of course, there are also such practical matters as obtaining international copyrights and getting designs to producers.
The Mavericks hustled through the process in 10 months, getting an assist from the NBA headquarters. The league, Arena said, decided the Mavericks made a good case for special treatment — a new owner, a new arena and the team's 20th anniversary.