The Washington Commanders are embracing their complicated history while building a new identity under new ownership, utilizing the slogan #RaiseHail to reinforce their brand.
Patrick Arthur, senior vice president of marketing, emphasized, "We're very proud of our history, and we should be proud of our history... it's important [to write] a new chapter of this organization rooted in who we were."
The team aims to bridge its past with a hopeful future by revamping its brand, restoring pride, and addressing historical controversies in meaningful ways.
As part of their identity rejuvenation, the franchise has restored traditional elements such as gold pants and is working to mend ties with Native American heritage.
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