Want Warriors news in your inbox? Sign up for the free DubsDaily newsletter.
OAKLAND – On the eve of his first Warriors’ training camp nearly 3 ½ years ago, Steve Kerr offered a key message that would later frame the team’s dominance.
Kerr’s message went beyond expressing gratitude for inheriting a star-studded roster. To outline how he would handle such personnel, Kerr played a video for his players that longtime NBA broadcaster Marv Albert narrated. In his dramatic and baritone voice, Albert touted the importance of having “Strength in Numbers.”
Since then, the Warriors have won two NBA titles out of three NBA Finals appearances partly because they have mastered that slogan. The Warriors’ marketing department has also adopted that catchphrase as part of its playoff promotional campaign beginning on Monday.
Want real-time Warriors news texted to your phone? Sign up for Mark Medina’s private text messaging service.
Then, the Warriors will display various “Strength in Numbers” signs displayed both at Oracle Arena and various locations in Oakland and San Francisco. Some of those signs will feature the Warriors’ individual stars, such as Stephen Curry, Kevin Durant, Klay Thompson or Draymond Green. Others will feature the team’s role players to reinforce the “Strength in Numbers” theme.
“I’m very pleased with the way it’s sort of expanded. But I’m disappointed I didn’t get the copyright,” Kerr joked.
Kerr then mentioned former Los Angeles Lakers coach Pat Riley, who had famously trademarked the term “Three-Peat” during the “Showtime Era.” As Kerr said in a half-joking, half–somber tone, “He would’ve been collecting royalties on that right now.”
To subscribe to the Planet Dubs podcast, click here.
Is there any chance the Warriors will compensate Kerr? After all, he has guided the Warriors to a combined 265-62 record since taking the head-coaching job in the 2014 offseason. But it does not sound like he can retroactively negotiate his terms.
“As the NBA’s all-time leader in three-point field goal percentage, he should have focused his time on securing a trademark for his jump shot,” Warriors president Rick Welts joked. “The way the game has evolved, he’d be a wealthy man!”
Kerr’s wish for royalties aside, he approved the Warriors’ use of his slogan in their marketing efforts.
“There’s a real power in everyone feeling a part of things. What I love about the phrase is it clearly applies to the fans, too,” Kerr said. “Our home court is as good as anybody’s. The phrase takes on a different meaning or a similar meaning. It includes the fans, not just our players. It’s pretty cool it’s caught on.”
The Warriors will launch their promotional efforts on Monday, which will also feature banners outside and inside of Oracle Arena that have hand-written names of Warriors fans in the background. They have designated Tuesday as “Dubs Day,” which entails Uber handing out playoff tickets to select riders as well as Chase ATMs promoting the “Strength in Numbers” slogan. The mayors in Oakland (Libby Schaaf), San Francisco (Mark Ferrell) and San Jose (Sam Liccardo) have called Friday, “Blue and Gold Day,” which will feature blue and gold lights and Warriors flags being displayed at each City Hall.
Once the playoffs start either on Saturday or Sunday, the Warriors will host fan exhibits outside of Oracle Arena. The first 5,000 fans before each playoff game will receive “Strength in Numbers” posters. Both inside and outside of Oracle Arena, the Warriors will also host a “Pop a Shot” stand, a personal ticket configurator and a life-size action figure box for select home playoff games. Near the concourse area before and during every Warriors home playoff game, fans can also pose for photos in front of floor to ceiling player artwork to share on their respective Instagram and Snapchat accounts.
Inside Oracle Arena, the Warriors will also host other interactive initiatives. They will hand out Big Heads to fans sitting behind the opponents’ basket to distract free-throw shooters. Fans can control a ZipBlimp, which has a live on-board HD camera feed. The Warriors will have a filter fan cam, which allow fans to create five custom filter emojis, player face swaps and 3D heads for live camera shots.
The Warriors have touted the “Strength in Numbers” theme in other years. But after using various phrases, such as “All Gold Everything” and a prolonged “WAAARRIORRRRSS” last season, Golden State has adopted one singular message this season with the “Strength in Numbers” slogan.
Surely, the Warriors’ playoff fortunes hinges mostly on Curry’s health and the play of their other All-Stars. Yet, the Warriors argued their “Strength in Numbers” philosophy plays a factor, too.
“If we had one superstar on the team and didn’t play collaboratively, this wouldn’t be an authentic statement for us anymore. But it continues to be that,” said Jen Millet, the Warriors’ vice president of marketing and digital. “It is sort of a vision statement when you take it off the court and into the front office as well in terms of ‘Are we working collaboratively and are we an inclusive culture?’ We extend that to the fanbase. You guys are a part of the playoffs. You add value. We really want fans to feel that and feel like they’re important. That’s the goal.”
The Warriors could use the help.
They have become hobbled by key injuries to Curry (left MCL sprain in left knee) and Patrick McCaw (bone bruise near spine). They have suffered inconsistent play, including losing 9 of their last 16 games. They have faced an increasingly competitive Western Conference.
“When we go into the playoffs, it isn’t going to be just a walk in the park,” Millet said. “We really need fans to come out loud and proud.”
Therefore, the Warriors’ “Strength in Numbers” have become relatively diluted. Yet, that concept also captures why the Warriors still have kept the No. 2 seed in the Western Conference.
“Coaches, players, management, fans, everybody matters. But it’s tangible with the players. When a guy gets hurt, the next man literally has to step up,” Kerr said. “All of that is consistent with our philosophy in terms of coaching that the more people who play, the better they all feel.”
Kerr would feel a little bit better if he could travel back in time to ensure he made money off of his slogan. Would that also entail ensuring Albert received a cut of the revenue?
“No,” Kerr said with a smile. “I would’ve negotiated a really good deal for myself and excluded Marv from any royalties.”
