While the world was left bewildered when Elon Musk abruptly changed the name of Twitter to one of the least used consonants in our alphabet, that fallout could be child’s play when compared to the potential commotion Fort Worth will see when Dickies Arena inevitably alters its moniker.
In case you weren’t aware, last week the management team behind Dickies Arena announced its company namesake, Williamson-Dickies — that once glorified Fort Worth brand that made the city proud with its no-nonsense, unabashed blue-collar garments — elected to self-evict its own brand from the Cultural District venue after withdrawing from its naming-rights agreement and ceasing to pay its bills (thanks for the heads up, y’all).
After the Williamson-Dickie folk got swept up by Bluestar Alliance and hightailed their headquarters to California just a couple years ago, the writing was likely on the wall: The days of calling our rodeo capitol Dickies Arena were numbered. But there remained a glimmer of hope that, even if their operation was in the Golden State, Dickies would remain a brand whose heart and soul remained in Cowtown, and so too would its branding on the arena…