Sheer Genius.

The Tampa Bay Lightening did something so uncharacteristic, so unconventional to promote their brand, that's it's sure to be a success. Even in the Sun Belt, where they've called home for just 18 years.

This morning, the team announced the design for their new uniforms and jerseys. The design is a tip of the cap to the Original Six, whose uniforms were simplistic and instantly recognizable. True classics. As will be the Lightening's new look.

At a time when change is perhaps the only constant, and the almighty dollar drives every ... single ... decision, going old school while shunning the extravagance of professional sports is a brilliant brand move. It says a lot about the character of the team and its ownership--a terrific counter-culture decision in the most unlikely of hockeytowns.