Yes ’Cers: Crafting a Rally Cry That Echoed Through Indianapolis
CHALLENGE
After years of using "Revved Up," a campaign rooted in Indiana’s racing heritage, the Pacers needed a brand evolution—one that belonged to basketball, not the Brickyard. This wasn’t just about hype. It was about building something lasting: a rally cry and visual system that fans could own, players could feel, and partners could flex across platforms—from courtside to commerce.
SOLUTION
We didn’t invent a tagline—we uncovered one.
Through brand-mining workshops and fan-focused research, we surfaced a chant already rooted in Pacers culture: “Go ’Cers.” We fused it with the cultural affirmation “Yes, sir” to create Yes ’Cers—a call-and-response that feels both heritage-rich and freshly energized.
It’s more than a slogan. It’s a unifying rally cry. A badge of brotherhood. And a long-term platform built to flex across fandom, retail, digital, and game-day moments.
RESULTS
In just year one, Yes ’Cers proved it’s more than a campaign—it’s the new foundation of Pacers fandom:
The city took notice. Street art, partner activations, and fan-generated content spread the chant beyond the arena—downtown Indy was literally covered in Yes ’Cers signage.
The media amplified it. From Adweek coverage to a custom “Yes ’Cers” anthem by a local artist, the campaign was recognized for both its marketing savvy and its grassroots energy.
Fans adopted it as their own. It became a greeting, a sign-off, and a digital handshake
Messaging & Tagline Development
Hoops Hit Harder Here: Basketball isn’t just a game in Indiana—it’s life. This insight anchored our celebration of Indiana’s heritage as the heart of fandom.
We are Fearless Underdogs with the Bravado and Showmanship to Back Up Our Game: Embrace the showmanship, relentless pace, and grit that define Pacers basketball—no challenge is too big and every play is an exclamation point.
Our Time Is Now & Next: Building on last season’s playoff run and key offseason moves, we positioned this moment as the launchpad for sustained success.
We May Be Overlooked but Never Out Hustled: Fueled by blue-collar grit and a “do-me” mentality, the team and city share a drive to rise above under-recognition.
Our brand-mining deep dive surfaced four core truths, each mapped onto a strategic messaging grid that guided every touchpoint.
Through social listening and fan research, one insight rose to the top: “Cers” has lived in Pacers Nation for years, dating back to “Go ’Cers” chants on message boards and in the arena. We fused this beloved shorthand with the culturally resonant “Yes, sir” to create Yes ’Cers—a call-and-response that’s both heritage-rich and newly charged.
It’s not just a slogan—it’s a rallying system:
A Celebration of Success: Acknowledging commitment, teamwork, and high expectations.
A Fan-Owned Moment: A unifying chant that crosses demographics and generations.
A Brotherhood Bond: The handshake between fans, players, and city—a way to signal, "You’re in the tribe."
Endemic to the Team: Amplifying the camaraderie already alive in the locker room and on the court.
Voice & Tone: How Yes ’Cers Sounds
The Yes ’Cers campaign speaks in a voice that’s:
Bold, Not Brash: Confident, but never cocky.
Inclusive, Not Inside-Only: A rally cry for the hardcore fan, the casual supporter, and the next generation.
Energetic, Not Overproduced: Real language, real moments—never forced hype.
Celebratory, Not Safe: This is about shared wins and loud pride, not corporate polish.
It’s short. It’s simple. It’s shoutable.
It’s Yes ’Cers.
DESIGNLANGUAGE:
Bold, Fast, and Fan-First
The visual system was designed to reflect the same principles. We built a flexible toolkit rooted in three design pillars:
Fearless Bravado (Our Attitude): Bold typography and confident lockups. A look that punches above its weight.
Relentless Intensity (Our Game): Motion-based elements and animated marquees that reflect speed and scoring.
Unwavering Pride (Our Bond): Heroic, fan-forward imagery layered with the Yes ’Cers chant badge—a mark that unites fans, players, and city.
Wordmark & Graphic Elements
We anchored the Yes ’Cers lockup to the Pacers brand by integrating the iconic basketball mark. This connective tissue ensures that whether on a billboard or a hat, fans instantly know it’s Pacers-authored.
Photography Direction
Heroic, communal, and celebratory. We prioritized images of fans and players in shared moments—whether mid-huddle or mid-celebration—bringing the emotional core of Yes ’Cers to life.
How It Came to Life
We launched Yes ’Cers everywhere:
Arena Takeovers & Environmental Graphics: Interior wraps, banners, and dynamic OOH placements flooded the city and arena.
Digital & Social Content: Animated assets, chant videos, and fan challenges expanded the footprint across platforms.
Retail & Merchandising: Gear drop activations and custom pieces drove immediate sell-through and cultural buzz.
Doubling Down During the Playoff Run
When the Pacers made a deep Finals push, Yes ’Cers became the soundtrack to the moment:
City Takeover & Fan Gear Events: We activated downtown Indy so successfully that a Yes ’Cers merch drop shut the streets down.
our NBA Finals Drive Thru Gear Grab is underway on Pennsylvania Street, and cars are lined up down the block 🚗👀 we are giving away free gear to the first 5,000 cars!
— Indiana Pacers (@Pacers) June 4, 2025
basketball is different in Indiana.#YesCers pic.twitter.com/nM5JivQr0V
Dwyane Wade and various media outlets publicly praised the campaign on national media, calling out the brilliance of the Yes ’Cers branding.
Mark Boyle, the voice of the Pacers, delivered a heart-driven narration in a video speaking directly to the fans' loyalty and love.
To cap our playoff activation, we handed the mic to Pacers legend Reggie Miller for a Game 7 hype film that fused legacy, urgency, and belief — turning Yes ’Cers into a Finals-level rally cry.
A Manifesto Print Series rolled out before each game—custom written rally cries placed in newspapers, posters, and digital feeds.
Conclusion
Yes ’Cers didn’t start as a chant—it started as an insight.
A piece of real fan language, buried in forums and game-day banter, waiting to be brought to life.
What we built wasn’t just a campaign—it was a cultural catalyst.
A brand platform rooted in identity, pride, and the rhythm of Pacers basketball.
It moved merchandise. It moved fans. It moved the city.
And it gave Pacers Nation something to rally around—loudly, proudly, and permanently. One that fans, players, and partners proudly rally behind—and will for years to come.
Yes ’Cers isn’t going away. It’s just getting started.