Morant dumps 12, grabs 1 in Portland reset
Ja Morant ends a dozen-year run in No. 12, swapping to No. 1 with Portland Trail Blazers in a symbolic fresh start. The number carries franchise-cornerstone weight as Portland chases a new identity.
Ja Morant ends a dozen-year run in No. 12, swapping to No. 1 with Portland Trail Blazers in a symbolic fresh start. The number carries franchise-cornerstone weight as Portland chases a new identity.
1 after the Portland Trail Blazers finalized his trade from the Memphis Grizzlies. 12 at Crestwood High School in South Carolina, carried it through two college seasons at Murray State, and kept it for six years with the Grizzlies. The number became synonymous with his identity on the floor, appearing on merchandise, highlights, and social media branding tied to his signature crossover and explosive finishes.
1—vacated by CJ McCollum’s departure in 2022—allowed Morant to align with the Blazers’ new chapter. The league office approved the swap Friday, per team sources, with Morant’s equipment staff confirming the change Saturday morning in Portland. The Blazers’ front office framed the move as part of a broader cultural reset, not just a roster overhaul.
By green-lighting the number change, the organization signaled that its rebuild extends beyond X’s and O’s to the very aesthetics of its identity. The switch represents a calculated rebrand for a player looking to distance himself from the turbulence of his recent tenure in Tennessee. 1 carries the weight of singular leadership.
By claiming the digit typically reserved for franchise cornerstones, Morant is signaling that he intends to be the primary engine of Portland’s offense, leaving behind the shared spotlight of his past. The number’s legacy in Portland—previously worn by McCollum—adds another layer of narrative: Morant isn’t just inheriting a role, but a franchise’s symbolic baton. For the Blazers, facilitating this change underscores an aggressive pivot away from the Damian Lillard era.
The organization is not just acquiring talent; it is adopting a new visual identity centered on Morant's explosive playstyle. 1 demonstrates a front-office willingness to cater to their new star's vision for a reset, effectively telling the fanbase that the nostalgia of the last decade has been shelved in favor of a high-octane future. The move also aligns with Portland’s broader marketing strategy, which has leaned into Morant’s crossover-heavy highlights as the centerpiece of its promotional campaigns.
The Blazers’ willingness to accommodate the swap reflects the premium placed on star power in today’s NBA. In an era where player influence over franchise decisions has never been higher, Portland’s compliance with Morant’s request sends a clear message: this rebuild is built around one man’s vision. The league’s quick approval—just days after the trade was finalized—further illustrates how fluid franchise identities have become when a marquee name enters the fold.
“It’s a new beginning,” Blazers coach Chauncey Billups said Saturday. 1 at the Trail Blazers’ media day Tuesday, with his first regular-season appearance scheduled October 24 at home against the Los Angeles Clippers. 1 jerseys, with the league’s e-commerce platform listing them as available for pre-order. Read at ESPN
Morant’s jersey swap from No. 12 to No. 1 ends a 12-year streak that began in high school, signaling a deliberate break from his Memphis-era identity. The move aligns with Portland’s rebuild and gives the franchise a fresh visual anchor tied to its marquee acquisition. Rarely does a player rebrand so publicly mid-career; Morant’s choice underscores intent over inertia. It also reflects the NBA’s evolving power dynamics, where stars increasingly dictate franchise aesthetics as part of their recruitment and image-making. For Portland, the number change is less about nostalgia and more about broadcasting a new era—one where Morant’s explosive playstyle defines the franchise’s future.
ESPNespn.comBy Anthony GharibJul 2, 11:34 PMen
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