The Toronto Rock have undertaken a project of rebranding, teaming with Loopmedia Inc. to usher in a new era of Toronto Rock lacrosse. In trying to create a “cohesive image” in the words of owner Jamie Dawick, the franchise has reached out to retool various mediums and social media platforms. But there are big plans for the TV airwaves as well, including this commercial that will run during the season.Chavez is an avid lacrosse player in Rochester and a journalist for the Democrat and Chronicle as well as a longtime Inside Lacrosse contributor. Email him at firstname.lastname@example.org or go to RochesterSports.com.
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