If they capitalize only the certain letters, or make them a different font or color, then it's stupid. If they make it a marketing campaign and let the hidden part be subtle, I think it's a good idea.
I do like this Michael Thompson guy we have dedicated to our sports marketing now. He's done a very good job since he came on the job. He seems to get it. We've needed some young blood with fresh ideas for our marketing, and we've finally got that.
We used "Be a Rebel" in marketing last year. It is not something new following up on the selection of a black bear as the new mascot. It was on the schedule posters for football and basketball last year.
You be the judge....<div>
</div><div>Seriously, even if yall did use it last year, molding it to be used around the wordBEAR is gehy no matter how you spin it.</div>