Adidas Will Help You Rebrand Yourself

That is, if you are a high school whose mascot is semiotically, linguistically appropriated from the iconography of Native American people.

I was over at Native News Online when I saw a teaser that “Adidas Just Did It.”  Just did what? They have committed to helping American high schools rebrand themselves.  From their news release:

adidas will offer its design resources to any high school in America that wants to change their logo or mascot from potentially harmful Native American imagery or symbolism. Additionally, the company will provide financial assistance to schools who want to change their identity to ensure the transition is not cost prohibitive…In addition, adidas will be a founding member of a coalition to look at the issue of Native imagery and mascots in sports and work to find ongoing solutions…Of the more than 27,000 high schools across the United States, approximately 2,000 of them use names that cause concern for many tribal communities. The new program will be voluntary for high schools interested in changing their identities.


I looked up thirty-four high schools in GA to see how many of them could use a make-over.  One offender out of thirty-four.

Dunwoody Wildcats
Chamblee Bulldogs

Westminster Wildcats
Woodward War Eagles
Marist War Eagles
Pace Knights
Lovett Lions
Lovejoy Wildcats
Holy Innocents Golden Bears

North Atlanta HS Warriors
North Springs Spartans
Riverwood Raiders
Decatur HS Bulldogs
Blessed Trinity Titans
St. Pius Golden Lions
Greater Atlanta Christian School Spartans
Duluth HS Wildcats
Wesleyan Wolves

Sprayberry Yellow Jackets
Pope Greyhounds
Lassiter Trojans
Marietta HS Blue Devils

Cross Keys Indians
Carrollton HS Trojans
North Clayton Eagles
Southeast Bulloch Yellow Jackets

Colquitt County Wild Piggies
Dawson County Red Devils
Laney Wildcats
Elbert County Blue Devils
Therrell HS Panthers
Towers HS Titans
Douglass HS Astros
Booker T. Washington HS Bulldogs

I did some googling and came across this article by Hayley Munguia from a year ago that takes a deeper look into the controversy of naming a sports team another people’s tribal identity.

Do you attend a high school that could use a new name?  Are you a school administrator with questions?  Send your inquiries to:

4 thoughts on “Adidas Will Help You Rebrand Yourself

    1. sittingpugs Post author

      I was kind of shocked to find “Devils” as schools’ mascots, especially in a state that was/is part of the Bible Belt. This piece of information doesn’t have to do with mascots, but did you know that the Winnebago isn’t just a brand of motorhomes? It’s also a tribe from Nebraska.

  1. Christopher

    “Les Wildcats”, “Les Bulldogs”, “Les Eagles”, “Les Knights”, “Les Lions”, “Les Bears”, “Les Warriors”, “Les Spartans”, “Les Raiders”, “Les Wolves”, “Les Trojans”, “Les Devils”, “Les Panthers”, “Les Titans”……..

    Je discerne un leitmotiv dans ces appellations – violence, agressivité, férocité, bellicisme, mal, ténacité.

    Mais, pourquoi pas d’autres appellations qui pourraient être faisable pour les equipes baseball et football – comme “Les Predators”, “Les Mutilators”, “Les Terrorists”, “Les Annihilators”, “Les Rapists”, “Les Shooters”, “Les Nazis”, “Les Psychos”, “Les Slashers”, “Les Murderers”, “Les Killers”, “Les Maniacs”, “Les Satans”, “Les Vipers”, “Les Serpents”, “Les Vampires”, “Les Demons”, “Les Assassins”, “Les Hyenas”, “Les Crocodiles”, “Les Sharks”, “Les Wild Boars”, “Les Scorpions, “Les Stranglers”, “Les Invaders”, “Les Terminators”, “Les Asphyxiators”, “Les Ghouls”.

    Les fans du baseball et football pourraient être très reconnaissant.

    1. sittingpugs Post author

      C’est une bonne question.

      According to MascotDB, there are plenty of Vipers, Sharks, and Scorpions.

      There are even Predators, Invaders, Shooters, Killers, Assassins, and Terminators.

      There are Canton Crocodiles and a Cape Fear Crocs. There are even Georgia Slashers, Joplin Slashers, and Southwest Slashers. There are Maryland Maniacs and Orofino Maniacs.

      There are no Hyenas,

      Mutilators is too cruel. Terrorists, Annihilators, Rapists, Nazis, Psychos, Murderers, Vampires, Asphyxiators, and Ghouls are too anti-social and campy.

      As for Les Satans and Les Demons, there are already teams with variations of Devils as mascots, so that unholy arena is covered. no pun intended.


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