"We the North” Builds a National Movement

With the Raptors winning its first-ever NBA Championship, what was once just a sensation in Toronto is now spreading across Canada. “We The North” is a movement gaining a second wind of recognition after its inception almost five years ago.

At the time Sid Lee was asked by the Toronto Raptors to work on the team’s brand identity in time for their 25th anniversary. This included design and video assets to modernize the team’s look.

“We weren’t just branding the Raptors, we were branding Canadian basketball,” said Tom Koukodimos, a partner at Sid Lee Toronto.

Building a national movement, Sid Lee united and elevated the Raptors fan base. kyu CEO Michael Birkin credited the “sixth man” on the team — the fans — for their role in the win.

Adding to the excitement, the mayor of Toronto proclaimed June 17, 2019 as “We The North Day,” celebrating the team’s first win in franchise history. Vito Piazza, president of Sid Lee Toronto, shared in the excitement and said “we are thrilled to see how the platform has truly established itself in the cultural fabric of Toronto, Canada and beyond.”

Read more about the movement here.