During the early years of the Stephen Curry-Klay Thompson-Draymond Green era, the Warriors used "Strength in Numbers" as their slogan for the NBA Playoffs. After Golden State acquired Kevin Durant, "Strength in Numbers" didn't make much sense — "Strength in Stars" was more accurate — so the franchise switched to "Defend Our Ground."
The Warriors missed out on the postseason action in 2020 and 2021, but they re-emerged as a title contender this season, finishing 53-29 to earn the No. 3 seed in the Western Conference. It would have been easy for Golden State to run back an old slogan, but it decided to debut a new campaign: "Gold Blooded."
Uh, what? That choice may seem a bit odd on the surface, but for those in the Bay Area, it's a familiar phrase.
MORE: Why Grizzlies' Dillon Brooks was suspended for Game 3 vs. Warriors
Why did Warriors choose 'Gold Blooded' as NBA Playoff slogan?
Golden State announced last month that it had developed the "Gold Blooded" slogan in collaboration with Bay Area streetwear brand Adapt. In a team press release, Warriors chief marketing officer Jen Millet said the slogan "captures the love and passion Dub Nation has for this team."
"There is an incredibly strong bond between the global fan base and the players on our roster," Millet said. "Throughout the 2022 Playoffs, 'Gold Blooded' will celebrate that bond through activations, merchandise, giveaways and more."
Adapt, which was founded by Evan Lessler in 2003, has been using the "Gold Blooded" slogan for years and trademarked the phrase back in 2012. Some fans initially believed the Warriors had stolen the slogan from Adapt, but Lessler told SFGATE that this is an official partnership between Golden State and Adapt.
"What I really notice is our customers are super excited," Lessler said. "We've got lots of Warriors fans, Bay Area sports fans that are customers. There's a lot of excitement and a feeling that, 'Oh, 'Gold Blooded' is being represented in such a great way.'"
Fans attending postseason games at Chase Center will receive their own "Gold Blooded" shirts, and a limited edition Warriors-Adapt collection will be available at the team store.
'Gold Blooded' NBA Playoff hype video
2022 NBA Playoff slogans for remaining teams
- Boston Celtics: "Celtic Pride"
- Dallas Mavericks: "Dallas In"
- Golden State Warriors: "Gold Blooded"
- Memphis Grizzlies: "MemThis"
- Miami Heat: "White Hot Playoffs"
- Milwaukee Bucks: "Fear the Deer"
- Philadelphia 76ers: "Phila Unite"
- Phoenix Suns: "Rally the Valley"
