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