"The design and launch of a new brand are one of the most important, and challenging, priorities an organization can address. Working with Dan Price and his outstanding team at Adrenalin, we had the right partner to guide us through this critical process. It wasn't always easy. Adrenalin pushed us. They challenged us to think differently and embrace new ideas. In the end, we couldn't be more proud of our new brand -- the messaging framework, the identity system, and, of course, our new name. Every step of the way, Adrenalin guided our process and helped design and deliver a brand that reflects the energy, excitement, and ambition of our sport. We couldn't be more pleased and appreciative of the expertise Adrenalin brought to this process."