It appears that the Toronto Maple Leafs have decided to have some fun by adding some mysterious cryptic clues around social media as well as Scotiabank Arena itself.
The Maple Leafs have decided to take a new edge to their branding and it's been noted that online as well as at Scotiabank Arena, Toronto has removed all instances of the letter 'O' from advertisements and some posts.
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It's very odd to see a sports team go ahead and just remove a whole bunch of the same letter with no obvious connection. It's speculated that anything from news involving new captain Auston Matthews, to a new jersey, or even something to do with the future of Mitch Marner. If I were to take a stab in the dark, I'd reckon to say that there's something to do with a new jersey; perhaps a new stylized logo.
The Maple Leafs did recently introduce new practice jerseys so it could be related in some way.
Many Maple Leafs fans are having a field day on X with the cryptic imagery:
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It remains to be seen what the objective of the mysterious branding campaign is, but it's safe to say that it provides Leafs Nation with yet another talking point as we head into the 2024-2025 season.
What do you think the cryptic images mean?
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