Rangers Forego Slogans for Substance as New Season Begins

The New York Rangers are entering the new season without a catchy slogan, opting instead to focus on a collective mentality and daily habits. For the first time since before November 2021, the team is eschewing a marketing motto or a phrase printed on merchandise.

Head coach Mike Sullivan emphasized the need for genuine belief and daily application of team principles. "We can put slogans and signs on T-shirts and hang things on the wall — which is great — but we have to believe it, and we have to live it every second of every day," Sullivan said on the eve of the opening night matchup against the Boston Bruins. "If we do that, we've got something. We're trying to build a belief in a process that we're applying every day, where our players and coaches and everyone buys into it. We'll see where that takes us."

Sullivan highlighted attitude and effort as crucial controllable factors for the Rangers to reach their potential this season. Captain J.T. Miller echoed this sentiment, stating, "We know what to expect of each other." He indicated a focus on the immediate game rather than dwelling on past seasons or looking too far ahead.

This shift away from overt messaging comes after previous attempts, such as "It Takes Everyone" which was followed by "Everyone Was Pissed," and last year's "No BS" campaign, which was ironically accompanied by significant off-ice issues.

The team has also made roster decisions to bolster depth. Rookie goaltender Dylan Garand and veteran forward Taylor Raddysh cleared waivers and were assigned to AHL Hartford, fortifying the organization's depth, especially at the goaltending position. Alberts Smits, an 18-year-old defenseman, has secured a spot on the opening night lineup, adding to the defensive depth. Smits, the first 18-year-old defenseman to make the Rangers roster in 52 years, expressed a straightforward approach to his role.

"I don't really care if you're 18 or 30 or 60, job's going to stay the same," Smits said. "So yeah, I'm just trying to focus on the instructions that the coaches are giving us and trying to execute as best as I can."

The Rangers last carried eight defensemen out of training camp during the 2021-22 season, a situation driven by concerns over waiving players like Nils Lundkvist and Libor Hajek. Currently, Adam Fox is the sole defenseman remaining from that corps. This year, the team opted to keep Scott Morrow and Matthew Robertson, both of whom had strong training camps, based on the current roster construction and business considerations.