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Speaker 1: Welcome to the OTP. I'm Amy Wells, and I am

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Speaker 1: joined by Titans President and CEO Burke Nihill for a

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Speaker 1: very special reason, Burke, a new era is dawning for

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Speaker 1: the Tennessee Titans. There's so much buzz about this team

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Speaker 1: for so many different reasons, but now there's a real

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Speaker 1: visual shift to this Titans organization. Tell me a little

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Speaker 1: bit about this brand, this logo, the jerseys, Why this

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Speaker 1: was the right time to be making some of these changes.

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Speaker 2: Yeah, we're excited to show our fans what we've been

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Speaker 2: working on for a while. It's it's been obvious that

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Speaker 2: there's there's a moment underway for this organization. Certainly everyone

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Speaker 2: knows there's a new stadium opening up in a year

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Speaker 2: that only happens, you know, every so often. There definitely

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Speaker 2: seems to be a freshness about the team and and

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Speaker 2: Mike Worgonzi's approach to building a roster and coach sala,

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Speaker 2: you know, building out a great staff and and getting

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Speaker 2: ready to work with the team. So it ends up

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Speaker 2: that it's the perfect time at this moment to also

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Speaker 2: be unveiling a new brand and new uniforms. It's something

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Speaker 2: that hasn't just come up the last couple of months.

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Speaker 2: It's been something that's been in the works for years,

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Speaker 2: as as we've seen this moment potentially coming upon us

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Speaker 2: with the new stadium opening. There's only so many times

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Speaker 2: that you can take a step back and think about

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Speaker 2: who this organization is, what do we mean to to

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Speaker 2: to our fans here in Tennessee, what does this team

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Speaker 2: mean to people in this community? And and we've we've

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Speaker 2: spent a lot of time asking questions. We've spent a

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Speaker 2: lot of time, you know, talking to people and getting

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Speaker 2: a sense for, you know, what are the best things

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Speaker 2: about this organization and how can we pull them together

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Speaker 2: to meet this moment and represent the next chapter of

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Speaker 2: the Tennessee Titans.

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Speaker 1: So a decision like this doesn't happen just on a whim.

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Speaker 1: This is something that has been in the works for

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Speaker 1: a long time. Was there one moment where you decided

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Speaker 1: this is going to happen or was it just a

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Speaker 1: series of conversations.

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Speaker 2: I don't think there was really one moment. Again, there

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Speaker 2: was a sense that with a new stadium project on

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Speaker 2: the horizon, Uh, there was there was some some synergy

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Speaker 2: with with reassessing the team and the way we show

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Speaker 2: up in our uniforms and other things. I was reminded

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Speaker 2: of this term soul searching the other day, and that

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Speaker 2: the idea of soul searching is actually to kind of

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Speaker 2: step back and really kind of search, like what is

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Speaker 2: our soul as a team? Uh And and so as

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Speaker 2: as people were stirring about this possibility from uh, you know,

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Speaker 2: Amy and our marketing team and and even the football

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Speaker 2: team itself, we didn't really jump to any conclusions. We

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Speaker 2: just took our time and kept asking more questions. And

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Speaker 2: at some point we started actually doing fan surveys, and

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Speaker 2: we did fan focus groups at times, and we we

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Speaker 2: just learned and listened, and over time you ended up

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Speaker 2: hearing a few of the same things as we were

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Speaker 2: doing that that soul searching, if you will. The first

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Speaker 2: thing was people love this team, and they also love

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Speaker 2: the city and state in which this team plays. The

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Speaker 2: people who live here are proud to live here, and

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Speaker 2: they really loved the idea of the Tennessee Titans doing

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Speaker 2: an even better job of reflecting the city and state.

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Speaker 2: The second thing that we heard over over the last

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Speaker 2: few years was that our players and our fans really

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Speaker 2: loved the Oilers' uniforms and that look and feel of

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Speaker 2: the team. And at the same time, they wanted that

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Speaker 2: look and feel, but they wanted it to be distinctly

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Speaker 2: Nashville and distinctly Tennessee. And the third thing that we

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Speaker 2: heard was that the other teams that are important to

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Speaker 2: Tennessee Titans fans, teams from from the college ranks or

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Speaker 2: or elsewhere in professional sports, those teams had a timeless,

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Speaker 2: simple look and feel to them, a simple identity, if

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Speaker 2: you will. Those teams looked the same in the nineteen fifties,

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Speaker 2: the nineteen seventies, the nineteen nineties, and they're going to

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Speaker 2: look about the same forty years from now. And there

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Speaker 2: was a want to have the Tennessee Titans kind of

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Speaker 2: had that same timeless, classic feel. So the result of

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Speaker 2: what you see with the uniforms and new brand tries

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Speaker 2: to hit on all three of those things. You see

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Speaker 2: elements of Nashville and Tennessee coming through in the uniforms

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Speaker 2: and on the uniforms, and in our branding. You see

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Speaker 2: the look and feel of these best in pro sports uniforms.

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Speaker 2: Is we kept hearing that about that there's uniforms, but

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Speaker 2: they're not the same. They are distinctly Nashville and Tennessee.

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Speaker 2: And then there is a simplicity, there's a timelessness. This

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Speaker 2: is not the sort of thing that the organization was

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Speaker 2: taking on just for a moment in time, but something

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Speaker 2: that hopefully looks and feels very very similar forty years

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Speaker 2: from now as it does today.

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Speaker 1: You know what's really interesting is listening to you talk

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Speaker 1: about how this came about and the amount of intentionality

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Speaker 1: you had with including fan feedback. This isn't a decision

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Speaker 1: that happened. This design didn't happen in a boardroom in

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Speaker 1: a vacuum. This was something that you guys really took

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Speaker 1: the thoughts in the opinion and the fandom into consideration.

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Speaker 1: Why was that so important?

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Speaker 2: Well, Amy would even say this, This team doesn't belong

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Speaker 2: to anyone who badges in every day. This team ultimately

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Speaker 2: belongs to our fans. It belongs to our community. And

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Speaker 2: so if we were going to undertake an exercise like this,

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Speaker 2: it had to be something that took into account and

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Speaker 2: valued deeply the input of our fans.

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Speaker 1: So let's get into it a little bit, shall we.

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Speaker 1: Let's talk about the logo. For example, there are a

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Speaker 1: lot of familiar aspects to this logo, but there are

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Speaker 1: also some distinct differences with some color changes, with a

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Speaker 1: t that looks a little bit different. What are some

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Speaker 1: of the elements that really stand out to you about

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Speaker 1: this logo.

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Speaker 2: Yeah, there was definitely a want to go from something

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Speaker 2: that was a little more complicated to something that was

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Speaker 2: a little simpler, but also to be familiar. As I've

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Speaker 2: said a couple times before, we wanted the ultimate form

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Speaker 2: and brand of the Tennessee Titans to be the best

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Speaker 2: of who we've always been. And the logo that we've

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Speaker 2: worn on the side of the helmets for the last

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Speaker 2: twenty five years, that's part of the best of who

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Speaker 2: we've always been. So there's a clear familiarity. We wanted

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Speaker 2: that it was important to our fans that they had

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Speaker 2: something that wasn't brand new, but was something that was familiar.

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Speaker 2: And so you definitely nobody's gonna wonder what the inspiration

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Speaker 2: was for the final logo and the logo all along

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Speaker 2: has featured the state of Tennessee and the logo with

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Speaker 2: the try stars and to us, this is a shield,

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Speaker 2: so it's something that still kind of brings to mind

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Speaker 2: something on the side of the helmet.

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Speaker 1: The Titans blue. We saw the team in twenty twenty

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Speaker 1: five wearing primarily that light blue color. Now it's official

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Speaker 1: that as the primary color of the Tennessee Titans. It

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Speaker 1: has strong oiler vibes and field but still as distinctly

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Speaker 1: Tennessee Titans. Why was that the choice the final selection?

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Speaker 2: We heard over and over again, not just in the

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Speaker 2: intentional focus groups and fan surveys, but and just closely

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Speaker 2: monitoring chatter of our fans and social channels and through

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Speaker 2: some of our online groups and from our season ticket

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Speaker 2: member reps who would be talking directly to our fans.

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Speaker 2: The exact phrase is, those uniforms may be the best

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Speaker 2: in pro sports, and they're part of our history. They're

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Speaker 2: part of our legacy. And so we explored all sorts

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Speaker 2: of different options, but kept coming back to the fact

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Speaker 2: that this is a distinct colorway, This is a distinct

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Speaker 2: look and feel that our fans are proud of, that

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Speaker 2: our players are proud of. Again, I told you there

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Speaker 2: were players who would not want to take the uniforms

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Speaker 2: off after a game because they loved how they looked

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Speaker 2: and how they felt to play in So to lean

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Speaker 2: into that was not a decision that was immediate, but

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Speaker 2: it was something that became the obvious choice at some

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Speaker 2: point along the way. But it was also really important

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Speaker 2: to us that we bring forward again the best of

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Speaker 2: we always by bringing Navy into it as well. There

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Speaker 2: was not Navy in the oiler uniform at all. This

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Speaker 2: uniform makes the intentional decision to bring Navy through in

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Speaker 2: the six string stripe is navy. You've got three stars

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Speaker 2: on the side of the jersey, You've got three stars

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Speaker 2: on the back of the jersey, So there is a

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Speaker 2: distinct Navy that pulls forward into the jersey themselves. You

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Speaker 2: will see throughout our team store. You will see on

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Speaker 2: the sidelines from time to time Navy in that sort

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Speaker 2: of coaches gear and sideline gear. So it's not that

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Speaker 2: Navy is going away. We're still carrying it forward while

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Speaker 2: bringing forward this look and feel that made our players

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Speaker 2: and fans so proud.

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Speaker 1: And one of the things that I think fans are

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Speaker 1: really excited about is the pop of red leaning into

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Speaker 1: that red color, especially if you're a fan of the

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Speaker 1: Titans defenses of previous years and the red gloves, and

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Speaker 1: how important that was. Seems like a really fun nod

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Speaker 1: to not only who we've been but who we are

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Speaker 1: going to be in the future.

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Speaker 2: That's right? Is this try to take who this organization

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Speaker 2: has been since nineteen sixty, you know, through the era

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Speaker 2: that they've played in Nashville, Tennessee, and just bring it forward.

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Speaker 2: Is one great tradition that has a distinct look and feel.

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Speaker 2: I think you'll see. We've put this logo up against

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Speaker 2: the other thirty one NFL logos and it just stands

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Speaker 2: out of the uniforms, just stand out. You're going to

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Speaker 2: turn on the TV and you're not going to wonder

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Speaker 2: whether it's your team or one of the other twenty

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Speaker 2: five percent of the teams in the NFL that wear

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Speaker 2: a pretty similar color palette as our last one. This

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Speaker 2: is distinctly Tennessee Titans. It's got the city and state

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Speaker 2: represented in the uniforms, and it's a beautiful, beautiful uniform

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Speaker 2: and it's ours. Now.

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Speaker 1: The stripe with the six strings, where did that idea

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Speaker 1: come from?

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Speaker 2: Well, there have been stripes throughout our history in the uniform.

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Speaker 2: And again, what we heard from our fans was that

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Speaker 2: this is a place that they're proud to call home.

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Speaker 2: Nashville has such character, music, creativity, that sort of thing,

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Speaker 2: and so what we wanted to do was we wanted

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Speaker 2: to bring the stripe forward into this new tradition, but

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Speaker 2: also do it in a way that was distinctly Nashville.

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Speaker 2: And so I think it would be odd for another

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Speaker 2: city in the NFL to be using a six string stripe,

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Speaker 2: but for us, it makes sense in Nashville, Tennessee. And

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Speaker 2: it's it's subtle. It's not something that is, you know,

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Speaker 2: too cartoonish. It's it fits in the uniform. But also

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Speaker 2: it sends a nod to our place that we're so

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Speaker 2: proud to call home.

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Speaker 1: The uniforms, when you see them at home, they say

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Speaker 1: Titans across the front, and on the road they say

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Speaker 1: Tennessee across the front. What was the thought behind doing that?

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Speaker 2: Yeah, again, this color look and feel hails back to

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Speaker 2: the Oilers uniforms. But we wanted just all over these

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Speaker 2: uniforms to show that this is the Tennessee Titans. And

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Speaker 2: so having this beautiful Titans wordmark in a in a

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Speaker 2: woodblock font that calls to mind the creativity and the

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Speaker 2: printmaking of Nashville made all the sense in the world

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Speaker 2: to us. And then on the road to have it

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Speaker 2: say Tennessee probably representing the place that we call home.

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Speaker 2: It just felt right.

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Speaker 1: There's one more thing about these jerseys that I want

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Speaker 1: to call out, and it's the WE tag that's sewn

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Speaker 1: into the inside of every single jersey. It says we

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Speaker 1: tell me about that, what it means, what it stands for,

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Speaker 1: and why that was so important.

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Speaker 2: You saw and heard different language around the football team

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Speaker 2: starting last year at this time, as Mike Borgonzi was

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Speaker 2: saying what he was looking for in rebuilding the culture

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Speaker 2: of the Titans locker room, and it was about a

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Speaker 2: team first mentality, and phrases like we over me started

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Speaker 2: to kind of make their way into identifying what is

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Speaker 2: what makes it Titan different and what is the what

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Speaker 2: are the characteristics beyond the obvious obvious physical characteristics you're

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Speaker 2: looking for in a football player, And it is that

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Speaker 2: that we over me. Coach Sala came to the team

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Speaker 2: just a couple months ago. These jerseys had long since

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Speaker 2: been done and printed, but we showed it to him

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Speaker 2: and he loved it. He loved this idea of we

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Speaker 2: being the last thing that a player sees before they

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Speaker 2: put on their jersey is a reminder of the fact

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Speaker 2: that this is this is about the team. This is

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Speaker 2: this is about more than just a single player. And

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Speaker 2: the way that we look at it too, and and

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Speaker 2: increasing their players do as well, is it's it's even

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Speaker 2: beyond the team. They're representing more than just the Tennessee Titans.

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Speaker 2: Every time they take the field, they're representing Nashville, They're

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Speaker 2: representing Tennessee. There's a collective we that is much more

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Speaker 2: than just the players wearing the jersey.

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Speaker 1: I'm resisting the urge to say, but wait, there's more,

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Speaker 1: because it feels a little corny, but there is, because

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Speaker 1: there's a secondary logo that's different as well, and it's

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Speaker 1: the T and the end kind of locked together. Inside

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Speaker 1: of football with the three stars, it feels like there's

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Speaker 1: so many different touch points and call outs within that.

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Speaker 1: Why was it so important to have something that really

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Speaker 1: represented the entire state of Tennessee.

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Speaker 2: Yeah, at the end of the day, the Titans. Titans

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Speaker 2: aren't a mascot. The Titans are a way of life.

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Speaker 2: And that secondary logo, it really calls to mind just

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Speaker 2: what is most important about this organization, which is it

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Speaker 2: is the NFL football team that's representing this city and

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Speaker 2: the state. Interestingly, it's a TN If you want to

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Speaker 2: look at it that way, it's also an mt for

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Speaker 2: Nashville Tennessee. If you want to look at it that way.

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Speaker 2: It's simple, it's classic, it's iconic, and I know I'm

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Speaker 2: going to wear it proudly as this team represents the

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Speaker 2: city and state.

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Speaker 1: As you were going through this process, how hard was

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Speaker 1: it to think bigger than just Nashville and to really

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Speaker 1: make sure that you were including all parts of the

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Speaker 1: state of Tennessee.

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Speaker 2: Yeah, Tennessee is such an amazing and awesome state. And

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Speaker 2: I mean just by the nature of the three stars

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Speaker 2: from the beginning in their flag, there was this representation

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Speaker 2: that it is very different depending on whether it's the

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Speaker 2: east side of the state, the middle part of the state,

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Speaker 2: or the west part of the state. And certainly break

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Speaker 2: it down into the individual cities and places within the state. Uh,

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Speaker 2: there's this fabric of amazing people and amazing communities. And

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Speaker 2: we're certainly housed in Nashville, Tennessee. That's where we play

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Speaker 2: our games.

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Speaker 1: Uh.

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Speaker 2: And and you know, we're very proud to be in

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Speaker 2: this part of the state, but we do want to

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Speaker 2: represent the entire state.

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Speaker 1: Uh.

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Speaker 2: And Listen, I think I think the idea of being

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Speaker 2: a Titan is something that makes a lot of sense

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Speaker 2: in this state. There are really important things and people

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Speaker 2: that happen here. I mean, Pat Stommacht is a Titan.

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Speaker 2: BB King is a Titan. Johnny Cash and Dolly Parton

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Speaker 2: these are these are Titans. Uh and and so we

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Speaker 2: wanted our uniform, We wanted our brand identity to represent

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Speaker 2: the best of this state, the best of this city,

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Speaker 2: and to have people thinking about the Titans in a

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Speaker 2: bigger way, representing the people who live here, the strength,

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Speaker 2: the power of the leadership of the people here.

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Speaker 1: You mentioned earlier in this podcast, there is a new

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Speaker 1: stadium on the horizon. If you've been living under a

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Speaker 1: rock for a while. We have a big, beautiful new

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Speaker 1: building we're moving into in twenty twenty seven. But to

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Speaker 1: have this brand moving into what is the current Nissan

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Speaker 1: Stadium and have a year to exist in that stadium

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Speaker 1: is kind of a special way to bridge the old

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Speaker 1: and the new and the past in the future.

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Speaker 2: Yeah, if you want to look at it this way.

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Speaker 2: We've thought of this next season at the current Nissan

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Speaker 2: Stadium as the farewell Tour, as the farewell season. The

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Speaker 2: number of incredibly special memories that have happened within that building,

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Speaker 2: you know, the Music City Miracle being one of the

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Speaker 2: most famous. But every season there are people that watch

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Speaker 2: plays that they'll never forget. There are families that get

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Speaker 2: to experience great family time from those seats, and so

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Speaker 2: this is a really special year that we are able

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Speaker 2: to really continue to invest in this current stadium and

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Speaker 2: celebrate the special things that have happened here, and to

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Speaker 2: be able to do it in the uniforms that will

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Speaker 2: then carry forward into the future of the team. It's

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Speaker 2: it's it's a nice nod to the to the farewell

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Speaker 2: season of the current Nissan Stadium.

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Speaker 1: I know you've been such a big part of this

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Speaker 1: project over the years, putting it all together and creating

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Speaker 1: what is the new Titans brand identity. When you step

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Speaker 1: back and look at this now that it is out

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Speaker 1: in the world for everybody to see, for fans to

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Speaker 1: really interact with and enjoy, what do you hope they

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Speaker 1: take away from this look this field, this identity.

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Speaker 2: I think the dream would be that they see themselves

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Speaker 2: in it, because I know, I know for me, sports

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Speaker 2: has been an important part of my life from my

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Speaker 2: earliest childhood memories. It was, you know, attending a game

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Speaker 2: with my with my grandpa, and I can remember what

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Speaker 2: he was wearing. I can remember what I was wearing,

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Speaker 2: and those teams became part of who I was. And

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Speaker 2: we want desperately to represent this state well, we want

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Speaker 2: to represent this city well. We want to make the

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Speaker 2: people here proud. And we feel like this, Uh, these

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Speaker 2: design principles, at the end of the day, they're just logos, right,

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Speaker 2: They're just they're just words. But what we wanted to

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Speaker 2: represent is the people here. We want Titans to mean

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Speaker 2: something really really big to kids who are growing up

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Speaker 2: here and people who call this place home.

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Speaker 1: Uh.

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Speaker 2: And we think the we think of the gear that

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Speaker 2: they you know, put on their hat and and you know,

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Speaker 2: the sweatshirts that they wear. We think they'll be pretty

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Speaker 2: great looking too. But at the end of the day,

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Speaker 2: we want this to mean something to the people who

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Speaker 2: live here because, uh, we just it's just a great

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Speaker 2: honor to be the team of this state in the

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Speaker 2: city Berken.

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Speaker 1: We so appreciate the time and we're excited about the

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Speaker 1: next chapter of the Tennessee Titans, as are we.

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Speaker 2: Thanks Amy,