Athens, Georgia – September 27th, 2024 – As the Athens Rock Lobsters prepare for their inaugural season in the Federal Prospects Hockey League (FPHL), Ghost Brands has emerged as the creative force behind the team’s identity and community engagement. With opening night set for December 5th, 2024, at Akins Ford Arena, the new minor league hockey team is already making waves in a city better known for its university football legacy and vibrant music scene. Ghost Brands, led by Britton Briley, has been instrumental in crafting a brand that resonates deeply with the city’s unique culture and history.
The Rock Lobsters’ name is a nod to Athens’ rich musical heritage, particularly the B-52’s, who formed in the city and popularized the song “Rock Lobster.” This connection has helped the team establish a cultural identity that goes beyond sports. “We wanted something that felt inherently ‘Athens,’” said Briley, who also serves as the Director of Marketing & Branding for the team. “This city is known for its creativity and artistic flair, and we wanted a name that reflected that spirit while also energizing the community around something new and exciting.”
Creating a new sports franchise is no small feat, especially in a market dominated by the University of Georgia Bulldogs. Yet, Ghost Brands has managed to capture the community’s imagination, thanks in part to a comprehensive marketing strategy that included the team’s name, logo design, and merchandise launch. The Rock Lobsters’ merchandise has already reached 46 states, demonstrating the power of a well-executed brand launch. From T-shirts and hats to replica jerseys, the team’s distinctive red and black colors, paired with a whimsical lobster mascot, have made their way across the nation.
Photo Courtesy: Ghost Brands
“We had to take a step back and really think about what Athens needed in a sports team,” Briley explained. “It wasn’t just about hockey; it was about building something that would last. The name, the positioning, the story—all of it needed to reflect Athens’ identity. We wanted something that people could rally behind and be proud of, whether they’re die-hard sports fans or just love what this city represents.”
Athens, known for its eclectic mix of artists, musicians, and academics, has never had a professional hockey team before. The city has long been dominated by the University of Georgia’s athletic programs, particularly football. Introducing a professional hockey team in such a well-established sports landscape required a thoughtful and strategic approach. Ghost Brands’ success in making the Rock Lobsters a part of Athens’ cultural fabric speaks to the power of innovative branding and a deep understanding of the community.
The Rock Lobsters are poised to become more than just a sports team; they are set to be a new cultural staple in Athens. As excitement builds for the December 5th opening night, the community is rallying around this quirky yet charismatic team. The arena is expected to be filled with fans eager to see their new hometown heroes take the ice, many of them already sporting the now-familiar lobster logo.
With Ghost Brands’ creative vision and marketing acumen, the Athens Rock Lobsters have quickly become a symbol of local pride and a testament to the city’s ability to embrace something new while honoring its roots. As the puck drops on their first season, the Rock Lobsters are not just another team—they are a celebration of everything that makes Athens unique.
About Ghost Brands
Ghost Brands is a leading marketing, branding, and advertising agency based in Athens, Georgia. Specializing in creative storytelling and strategic brand development, the agency has a proven track record of transforming ideas into compelling narratives that resonate with diverse audiences. Founded by Britton Briley, Ghost Brands combines innovative design, deep community insight, and a passion for authenticity to help businesses and organizations create meaningful connections with their customers. From local startups to national campaigns, Ghost Brands excels in bringing brands to life.
About the Athens Rock Lobsters
The Athens Rock Lobsters are a professional minor league hockey team based in Athens, Georgia, competing in the Federal Prospects Hockey League (FPHL). Founded in 2024, the team brings a fresh and energetic presence to a city renowned for its music, arts, and University of Georgia Bulldogs athletics. Named in homage to the iconic B-52’s song and the city’s vibrant cultural heritage, the Rock Lobsters aim to become a beloved fixture in the local sports scene. With a focus on community engagement and a dynamic, fan-friendly atmosphere, the team is poised to make its mark in its inaugural season and beyond.
Published by: Nelly Chavez
