South Bay Lakers

By Ryan Primeaux | January 22, 2017

Our Identity

The Los Angeles D-Fenders will become the South Bay Lakers at the conclusion of the 2016-17 NBA D-League season.

Read the official press release

Our Inspiration

The new identity is inspired by the prestigious brand of the team’s parent club, the Los Angeles Lakers, while honoring a community that has served as a headquarters to the D-League affiliate since 2006. The name change will commemorate a heritage of achievement that has produced 35 player and staff call-ups to the NBA, all while looking forward to the franchise’s bright future.

Our Community

At the core of the rebrand is a desire for the franchise to strengthen its bond as the premiere team in the South Bay. The D-League affiliate will relocate with their parent club to the brand new UCLA Health Training Center in Summer 2017. The state-of-the-art facility will keep both teams in El Segundo, giving the South Bay Lakers an opportunity to be a staple in the community for years to come.

Our Look

South Bay’s new colors will put a modern twist on a classic Lakers look. The use of the Lakers’ Purple and Gold alludes to the world-wide influence of the team’s parent brand. South Bay Blue will differentiate between the Lakers entities while honoring the ocean views that are so prominent in the South Bay community.

What They’re Saying