It’s hard to mention the Canadian Football League (CFL) without comparing it to the NFL. Naysayers are quick to tackle any claims the CFL makes about player athleticism or game intensity. But the truth is, the CFL is not the NFL—nor do they want to be. The Canadian Football League is its own beast, and this complete rebrand centered around the notion of showing, not telling, people how incredibly unique the CFL experience is. Debuted during the Grey Cup Championship game and watched by over 11 million people (that’s 1 in 3 Canadians), we showed football fans what the CFL’s teams, fans, cities, players and stadiums are really made of, in a way that’s unapologetic and brimming with attitude and style.