Bye, Little Cow. Hello, Lone Ranger Heroes.
After an intense five-month rebranding campaign, the Dallas Mavericks now officially have a new Chinese name, effectively ending a decade-long misperception of the Mavericks' brand in the NBA's biggest global market.
The franchise made the announcement Wednesday night as Dallas is hosting the Golden State Warriors.
The name change won't affect how the Mavericks are branded or recognized in English. It primarily serves to correct a long-standing Chinese misinterpretation of "Mavericks" -- a distinct American term symbolizing a free-spirited individual.
In China, the Mavericks are currently called "Xiao Niu", meaning little cow, by broadcasters, journalists, experts and fans.