The Detroit Pistons, nearly two decades following their seminal blue-collar Bad Boy Era, are in search of a strong, contemporary identity.

Faced with declining ticket sales, wavering fan interest and unsatisfactory team performance, Palace Sports and Entertainment asked SME to help revitalize its premier sports property, the Detroit Pistons. Through an in-depth study involving team officials and fans, SME returned to the franchise’s brand DNA—the values of its most successful period in history–The Bad Boys Era. Hard work, toughness and passion once again became the foundations of the Pistons brand and the Every Night positioning.