Dive Brief:

• NBA team the LA Clippers are hoping to move past the racism scandal involving former owner Donald Sterling last year with new "Be Relentless" campaign. 
• Without coming out and mentioning the scandal directly, a 60 second video ad uses phrases that hint like "We have walked through fire and come out on the other side."
• The spot aired during the NBA opening double header and will air again during the Clippers' season opener Thursday night. 

Dive Insight: 

While rebranding among NBA teams is unusual, the Clippers needed to refresh their image after such a high profile scandal. Despite the fact that the players themselves had little to do with Sterling's remarks, the team is sitting under the scandal's shadow. By addressing the issue through a campaign, it should help the team shed the negative association and move forward for the upcoming season.