Lone Rangers, Mad Horses, or Wild Horses? On Wednesday night, one of them will be selected as the new Chinese name for the Dallas Mavericks.
The product of an intense five-month rebranding campaign, the team will make the announcement tonight at halftime while hosting the Golden State Warriors and effectively ending a decade-long misperception of the Mavericks' brand in the NBA's biggest global market.
The name change won't affect how the Mavericks are branded or recognized in English. It primarily serves to correct a long-standing Chinese misterpretation of "Mavericks" - a distinct American term symbolizing a free-spirited individual.