As the 2025-26 NBA season draws near, the Los Angeles Lakers have made it clear they aren’t just showing up. They’re aiming to dominate.
With a legacy built on excellence and a roster filled with a mix of proven veterans and emerging stars, the franchise is making a bold statement: anything less than a championship is unacceptable.
Over the decades, the Lakers have stood as a pillar of NBA greatness, boasting 17 championship banners and a lineage of legends that includes Magic Johnson, Kareem AbdulJabbar, Kobe Bryant, and Shaquille O’Neal.
In recent years, LeBron James has continued that legacy, pushing the team deep into the postseason and keeping them in the championship conversation.
Now, with LeBron‘s career entering its twilight and the window still open, the Lakers are doubling down on their pursuit of an 18th title.
At the heart of this year’s campaign is a powerful new message: “Obsession”, stylized as “Obsess18n.” The clever twist replaces the “io” in “obsession” with the number 18, symbolizing the team’s singular focus on winning title number 18. But this isn’t just a catchy slogan. It’s a statement of intent that has resonated throughout the franchise.
A unifying message with real meaning
This new identity isn’t limited to branding, it’s embedded in the team’s culture. Lakers president and general manager Rob Pelinka handed out “Obsess18n” T-shirts during training camp, reinforcing the mission to every player and staff member.
Head coach J.J. Redick has also embraced the mantra, calling it a mindset that will define the team’s daily approach to the season. Redick, stepping into his first head coaching role, is already demonstrating his desire to establish a focused, professional environment.
Fans have quickly caught on. Social media is buzzing with support for the slogan, and many view it as a warning to the rest of the league: the Lakers aren’t here to participate, they’re here to conquer. Some fans even compare the messaging to past “Revenge Tour” seasons, framing this year as the Lakers‘ response to recent playoff disappointments.
The roster has also been bolstered to back up this mindset. Key additions like DeAndre Ayton, Marcus Smart, and Jake LaRavia offer depth, grit, and defensive presence, all traits that align with Redick’s coaching philosophy. And behind the scenes, players have been participating in highintensity offseason workouts, suggesting that the team is already in sync before the season tips off.
Redick made it clear in media sessions that preparation is already underway and emphasized that championship habits must be built from day one, not midway through the season. That level of accountability, combined with a shared purpose, sets a tone that could shape the Lakers‘ journey from hopeful contenders to potential champions.
With a refreshed identity and a razor-sharp focus, the Lakers aren’t just talking, they’re preparing to back it up.
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