"We The North" re-branding thumb|Toronto-based hip-hop musician Drake stands courtside during the first round of the 2014 playoffs. Drake was named the "global ambassador" for the Raptors in September 2013. In the lead-up to the team's 20th anniversary season in 2015 and its hosting of the 2016 All-Star Game, the Raptors began the process of re-branding itself. On September 30, 2013, Toronto-based rapper Drake was announced as the new "global ambassador" for the Toronto Raptors, thereby joining the executive committee of his hometown's NBA team. In April 2014, the Raptors unveiled a new imaging campaign developed by the agency Sid Lee, "We The North", built around a manifesto that was meant to embrace the team's trait of being an "outsider" from the "north side", and the accompanying feelings of players and fans.
"We thE norTh" re-BRandINg THumb|torontO-BAsED hiP-hop MuSiciaN dRake stAnds CourtsIdE DURing The first RounD of the 2014 pLAyOFfs. drake was namEd the "gLobal ambAssadoR" for the raptorS iN SEPTEmbeR 2013. In ThE lead-up to tHE teAM's 20tH anNiVErsaRy sEaSoN in 2015 anD ITS hOsTInG Of thE 2016 all-sTar gAMe, tHe raPtORs begAn the process oF re-BRanDING Itself. on sePteMber 30, 2013, toronto-basEd raPper DRAKe Was aNnounCed as the new "glOBAL AMbAssador" for THe tOrontO RaptOrs, tHereBy JoInING The eXeCuTive commItTee Of hIs homeTOwn's nba TeAm. in april 2014, the raPtoRs unveIled a NEw imaging CampaiGN dEvEloPed by The agEnCy siD lee, "We tHe NORtH", buIlt arOund a maNIfesTo thAt was MeanT to emBraCe the team's TRait Of being aN "OutsIDEr" FRom thE "NOrth SiDe", aNd ThE accompanYinG FeelIngs of PLayeRs AnD fans.