Background
The Utah Jazz began life as the New Orleans Jazz, but due to financial concerns, ownership moved the team to Salt Lake City in 1979. Never changing the name with the focus being more basketball and less branding. 'Utah Jazz' has a nice ring to it, but the visual history of the team has more Utah and much less music. In 1996 the Jazz debuted the iconic purple mountain rebrand, ditching the logo and color scheme from the franchise's first 22 years. This rebrand came at a time when they were real competitors in the NBA. And with their new logo, the Jazz finally broke through the conference finals barrier, bridging a new era for Utah basketball.
In 2018 Nike x NBA unveiled the City uniform. The famous red rock formations of Southern Utah acted as inspiration for the design and color scheme, lighting yet a new chapter for the team's brand. I believe this current team is ready to complete this story, and reign in a new era firmly planting themselves in Utah. Welcome to the Range.
Why Range?
— The Range in terrain and possibilities in the state of Utah. From downtown to Salt Lake and the snowy slopes of Park City; to the swarming deserts of Zion and iconic rock formations from Arches. That and everything between is what makes everything Utah so special, and a home for adrenaline seekers alike.
— The Western Range. It's bigger than just Utah, neighboring states such as Idaho, Montana, Wyoming, and Nevada don't have professional basketball. The team represents the whole West.
— The evolution of modern basketball. Fast-paced, and deep three-pointers. You can't win unless you can pull-up from deep Range.
— The Range of basketball spreads internationally. And in today’s NBA, Utah acts as a microcosm for the whole league. With locally grown players, college stars and international players. Jazz Jerseys can be seen all across the globe, with some of Utah's most historic players being foreign (Andrei Kirilenko, Mehmet Okur, Rudy Gobert, Joe Ingles, the list continues)
Northern Utah is rugged and known for the best snow in the country while being home to one of the nation's fastest-growing cities. The Salt Lake Valley is bordered by the Wasatch, Uinta, and Oquirrh Mountain Ranges.
Southern Utah is home to The Mighty 5. Arches, Bryce Canyon, Canyonlands, Capitol Reef, and Zion National Parks; these dynamic rock formations and desert floors create supremely unique environments for all adventurers.
The vivid oranges and purples of the desert rock and sunsets of the South, to the blues of the snow-capped mountains of the North. Here, the combination creates the perfect palette for this rebrand.
Featured on BRAND NEW - March 11, 2020
