The NLL announced 13 new communities, and their related brands, for the ongoing UnBOXed initiative on Thursday.
The initiative was launched earlier in 2024 and has the goal of introducing boys and girls to the sport of box lacrosse around the United States and Canada. The program will work with elementary schools in their selected markets to teach the game.
NLL Executive Vice President of Commercial Operations Kurt Hunzeker said in a statement, “as we invite and welcome more communities, schools, families, and fans to the NLL, while strengthening our connections in these key areas throughout North America, we move one step closer to our goal of becoming ‘The Next Major League.”
The league is working with lacrosse legend Casey Powell to develop the curriculum for the program. Each school that is selected is endowed with a full set of lacrosse sticks, balls, and goals.
The announcement of new communities on Thursday brings the grand total to 22 communities (in addition to the 14 NLL markets). A press release from the league stated that the goal was to expand to 60 communities by the 2028 Olympics.
In that release from the league, they describe the program as, “a physical education curriculum and equipment endowment platform, for elementary and middle school-aged boys and girls in any of the NLL’s dedicated activation markets.”
So far the program has been implemented with at least one elementary or middle school in each of the previously selected nine programs. A link for educators from the selected communities to nominate their school can be found here.
The brands are a way for students to represent their own city while learning the game.
The league also used the UnBOXed brand during the game in Montreal last year, but no plans for another one have been announced at this time.
All of the new brands (along with a brief description) can be found below.
Indianapolis Checkers
Drawing inspiration from the Indy 500, the Checkers brand includes a dog in racing gear and a clean red, white, and blue colour scheme. Simple, clean, effective.
New Jersey Humpbacks
Going with the old Hartford Whalers colours and logo theme, the Humpbacks Navy and Teal colour scheme has strong potential. The Humpback moniker it a tribute to the animals that make their home off the Jersey shore.
Nashville Drumsticks
In what is sure to be a fan favourite from today’s releases, the Drumsticks will represent Nashville, a market that has been rumoured in NLL circles for years. The logo combines Nashville’s two most famous exports, chicken and country music.
Portland Undercutters
For those wondering, and Undercutter is a “logger who chops the undercut in a tree that is to be felled,” according to the Merriam-Webster dictionary. The Portland version features a Yeti-appearing logger with a nice Carolina blue accent. It brings back memories of one of the great NLL brands of all time.
Chicago Shamrocks
Out with the new, and in with the old. A legendary name in the lacrosse world, the Chicago Shamrocks was the name of an actual NLL team (they spelled it Shamrox) in 2007 and 2008. That team featured a young Callum Crawford, while the new branded version combines a rabbit mascot with a Peaky Blinders vibe. Green always looks good on uniforms.
Columbus Redtails
The Redtails name comes from the Tuskeegee Airmen, a group of African-American military pilots who were an important part of the victory in World War Two. Having made their home in Columbus after the war, the Redtails make sense for the branding. The red colour scheme is sharp.
Los Angeles Ligers
Easily the most unique brand, the LA community got a funky name, colour scheme, and logo. A mythical mix of lion and tiger, the ligers will sports a pink and beige colour scheme with a cool liger mascot in a tracksuit. If an LA team ever comes to the NLL, Ligers is a must.
Miami Tormentas
The Tormentas are also using a pink colour, this time more in the magenta palette. Combined with a blue and black, barracuda like design, the branding fits well for a Florida community.
London Mounties
One of the most recognizable symbols of Canada, the Royal Canadian Mounted Police represent this London brand. The cream and red colourway is a nice touch, and the Mounties are one of the most realistic brands that could actually be worn by a real NLL franchise. Good stuff all around.
Edmonton Juice
Another city which has been long-rumoured to be making its way back into the NLL, the Juice branding is pretty good. Combining the oil and dinosaur themes from Alberta (if you are unaware, look up Drumheller), the Juice would have lots of potential.
Harfangs de Québec
Named after the snow owl that is a symbol of Québec, the Harfangs use a white and blue colourway that draws some memory to the Nordiques. Simple and classy. With an actual NLL team up the road now in Ottawa, you never know.
Boston Wickies
The Wickies pay homage to the light-keepers in Boston’s oldest light house, who had to keep the wicks lit in the days before artificial lighting. The logo is no nonsense and incorporates a dog. That seems to be a good playbook.
Providence Vampires
Apparently a bat capital of the United States, Providence is now home to the Vampires. The purple colour scheme is classic but well executed, and the upside down bat logo does the trick.
Which one is your favourite? Let us know in the comments below.