P R E S E N T E D B Y
by Michael Russo
WENTY-SIX YEARS LATER,
MATT MAJKA STILL CAN'T
REMEMBER WHO SAID THE
THREE WORDS FIRST.
There were three people in the room
that day: Majka, who was helping build
the identity of Minnesota's new NHL
franchise, and brand consultants
Chuck Batko and Corky Hall.
The Minnesota Wild had yet to play a game. In fact, the
organization had been granted an expansion franchise in June
1997 and wouldn't take the ice until the fall of 2000, giving Majka
and his colleagues an unusual luxury: time.
Time to listen.
Time to ask Minnesotans what they wanted their new NHL
team to represent.
Photo / Getty Images, Bruce Kluckhohn
How three words captured Minnesota's hockey culture
Russo's Rants
27
N O V / D E C 2 0 2 6 | M H J ON L I N E . C O M
"STATE OF
HOCKEY"
T
P R E S E N T E D B Y
THE STORY BEHIND
Left
to Right: Neal
Broten, Glen Sonmor,
Norm Coleman, Bob
Naegele and Tom
Reid help unveil the
team name.
