As the Cavaliers move on to Round 2 of the 2017 NBA Playoffs, the team and fans will remain focused on the call to action to DEFEND THE LAND. The motto that Clevelanders have made their own, expresses the perfect sentiment of pride and grit for the Cavaliers as the team vies to bring a second championship title to the city of Cleveland.
The Cavs recognized the impact of the slogan created by Tony Madalone, the founder of Fresh Brewed Tees, for his popular Cleveland-based apparel company, and a partnership was formed.
“There is an emotion to ‘Defend The Land’ that is so appropriate to the feeling Cavs fans and Cleveland is experiencing right now that it was a no-brainer,” said Tracy Marek, Cavaliers CMO. “The coolest thing about it is that we were able to partner with a local homegrown business that has an authentic connection to Cleveland and the Cavs.”
Throughout the Cavs playoff journey “Defend The Land” will be emblazoned on t-shirts, on signs, billboard, banners and everywhere Cavs fans are as the rally cry for the Cleveland Cavaliers to defend their NBA championship title.
The partnership includes a licensing agreement that permits Fresh Brewed Tees to co-brand its Defend The Land product line with the Cavs logo on merchandise that will be available for purchase exclusively inside The Q at the Cavaliers Team Shop, for a limited time on Cavs.com/shop and at the Cavs Pop Up Container Store that will be on site at all Cavs playoff home game Fan Fests.
“The slogan ’Defend The Land’ embodies Clevelanders perfectly. We’re a city built on toughness. Fresh Brewed Tees is proud to team up with the Cavs as they fight to defend the title!” said Madalone.
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