In the past, we’ve seen the Cavs use hashtags like #ALLin as they tried to #DefendTheLand, but this year we have a brand new tone; one that isn’t about winning.
On your feet, Cleveland.#BeTheFight
Are you ready?
Wine & Gold hoops return to The Land on October 21st. pic.twitter.com/NkW7D0YT7y— Cleveland Cavaliers (@cavs) October 11, 2018
With “Be The Fight,” the Cavs are in a sense saying they know they won’t be fighting for a championship, but that they will still fight. They’re going to embrace the scrappy, gritty, rustbelt attitude Cleveland is known for and that teams of the past few years lacked.