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3 ways the Washington Commanders rebrand was a success

By Jerry Trotta

Feb 2, 2022; Landover, MD, USA; A view of the new uniforms during a press conference revealing the Washington Commanders as the new name for the formerly named Washington Football Team at FedEx Field. Mandatory Credit: Geoff Burke-USA TODAY Sports
Feb 2, 2022; Landover, MD, USA; A view of the new uniforms during a press conference revealing the Washington Commanders as the new name for the formerly named Washington Football Team at FedEx Field. Mandatory Credit: Geoff Burke-USA TODAY Sports /
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Just like that, the rebrand has come and gone.

On Wednesday morning, president Jason Wright, team legend Doug Williams and current captain Jonathan Allen announced the new Washington Commanders nickname alongside new uniforms and a refurbished logo.

Of course, the announcement didn’t come with much surprise, as there had been a number of unfortunate leaks throughout the build up, the latest of which surfaced just hours before the reveal.

Despite the leaks and lack of shell-shock from fans, we feel confident saying the rebrand was a success. The live announcement on the NBC Today Show was a little stale, but that was to be expected. More importantly, the afterparty at FedEx Field and overall promotion were executed to a tee.

Of course, there’s more that goes into deeming a groundbreaking day like this a win than an afterparty and nailing advertisements.

With that in mind, let’s highlight a few things that made the Commanders rebrand be largely well-received by fans.

How the Washington Commanders rebrand was a success

3. They crushed the hype video

We’ll keep this brief, because it probably got lost in the shuffle 10 minutes after it was posted to Washington’s social media accounts. However, it’s a huge deal and we have to tip our cap to everyone involved for crushing it.

Between the highlight montage, which had us ready to run through a brick wall, letting fans be a part of the video, giving Brian Mitchell, Joe Theismann, Jennifer King, who’s about to make history at the East-West Shrine Bowl, Joe Gibbs, Doug Williams and Ron Rivera their own lines and the shivering synced-up image of Jonathan Allen, Terry McLaurin and Chase Young saying “We are the Commanders,” the hype video had a little bit of everything.

We didn’t even mention the uniform tease!

In all seriousness, though, it’s tough to envision Washington doing better with the hype video. If the intention was to make a statement and trigger excitement amongst fans, they accomplished that with room to spare.

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