For the first time in 40 years, the Golden State Warriors were named the NBA World Champions and began a dynasty. United under the slogan "Strength in Numbers," the Warriors would go on to become one of the best teams in the world.
This is the story of how it came to be.
My first assignment as a copywriter for the Golden State Warriors was to help freshman coach Steve Kerr turn his notes, musings, and insights on the team into a script for a hype video-style introduction that would summarize both his personality and coaching style. While he'd never coached a professional basketball team, coach Kerr wanted to show that winning five NBA Championships alongside Michael Jordan, Scottie Pippen, and Dennis Rodman; general managing for the Pheonix Suns; and broadcasting along the likes of Marv Albert was going to come in handy.
This video laid the foundation that would build a dynasty.
The idea: United, we are undefeatable.
The line: "There's strength in numbers..." (07:07)
Below is the unreleased video. Please do not share.
This theme of unity and togetherness would open the Warriors 2014-15 Season. Strength in Numbers became our Opening Night theme. Our introduction to our fans. Our aspirations for the season.
As the season progressed, we kept Strength in Numbers alive with a pregame online video series under the same name. The players and coaches kept it alive by continuing to break personal, franchise, and NBA records. Strength in Numbers was becoming both an aspirational slogan and proof that self-sacrifice could inspire greatness.
After a record-breaking season both on and off the court (season ticket renewals, ticket sales, retail sales, and more), Strength in Numbers was carried over to the post-season. In a prophetic way, Strength in Numbers foreshadowed the beginning of a dynasty, and the 40-year wait for a championship united the Bay Area. The record-breaking season was proof that if the Warriors stood together, they were almost invincible.
And for a couple years, I got to brag that I was the Bay Area's only copywriter with a championship ring.