CLEVELAND — Chris Kaiser is the chief marketing officer for the Cleveland Cavaliers. He said the organization quickly changed its designs in and around Rocket Mortgage FieldHouse after trading for star guard Donovan Mitchell. ​ 

​“(There are) a lot of other key players on that roster, so we’re gonna lean into the wide breadth of that team," Kaiser said. "Those four players, you’ll see even locally, all of our billboards, all of our out of home, all of that stuff's gonna flip to that.”

Mitchell said he already feels welcome, and he’s not just excited about where he’s playing, but who he’s playing with.

“That was the biggest thing for me," Mitchell said. "I was like, wow we have a team that we really can compete."

Mitchell joined the Cavs just weeks out from the start of the season. The team also unveiled new jersey colors in the summer and ushered in a new era for the Cavs. Kaiser said the team's lucky to have both happen in one offseason.

“It’s really a perfect storm for us in terms of those stars aligning," Kaiser said.

Cleveland State University professor Jim Kahler is a former marketing executive for the Cavs. He said it’s rare for a team to add a new star and new jerseys all in one offseason, and the “team” approach appeals to fans, which is a different look for past Cavs teams.

“Let’s face it, LeBron is a mega superstar," Kahler said. "What this team is is a group of young stars. So it’s not just the new player."

Kaiser said the team had to act quick to start branding the new team, since the opening tip-off is only weeks away.

“Everything needs to be timely in marketing," Kaiser said. "So I think that’s something we work, take a lot of pride in. We know fans are gonna be excited and you need to capture that moment and make sure you're, you're going to draft off of something good that happens."

Kaiser said a young team full of talent is an easy way to fill a billboard.