![]() ![]() Everything is earned” and the nickname “Believeland” played a role in boosting pride in the city during and following the CLEVELAND CAVALIERS victory in the 2016 National Basketball Association (NBA) Finals after many decades of disappointments in sports. The LeBron James slogan “In Northeast Ohio, nothing is given. The more current marketing campaigns of the 2000s through 2022 have avoided the overt boosterism of the past and instead have attempted to align with popular culture as well as promoting the city’s changing ECONOMY and its environmental improvements. A cultural revolution came about the 1990s and 2000s when the local populace began to generate and popularize nicknames, many of which came from the intersection of the black community and the hip-hop and rap scene. The tactics for official slogans shifted in the 1980s to focus on Cleveland’s unique aspects, such as its history of ROCK ‘N’ ROLL and pride in its lakefront. These nicknames, slogans, and jokes were further substantiated by the continued economic decline and accompanying political issues throughout the 1970s into the 1980s. The 1969 CUYAHOGA RIVER FIRE led to further image decline and manifested in the form of Cleveland jokes and negative nicknames. From the 1950s through the 1970s, Cleveland boosterism tried to put a rosy tint on a declining city, and was often in discord with the perceptions of those living in the city, especially the growing population of AFRICAN AMERICANS. After WORLD WAR II, marketing Cleveland became relevant to continue to build the region economically however, the mass movement to the SUBURBS in the 1950s and 1960s led to economic decline in the city of Cleveland, and thus, challenging the marketing campaigns. ![]() Cleveland’s first nicknames - FOREST CITY, Sixth City, and Fifth City - were early testaments to Cleveland’s forest environment in the mid-1800s and the population growth as the result of industrialization in the early 20th century. The original names for Cleveland stemmed from Native American identifiers for natural landmarks and the history of Connecticut’s connection to the Northeast Ohio area. ![]() CLEVELAND NICKNAMES AND SLOGANS reveal a cultural history of boosterism and varying local and national perceptions of Cleveland that was driven by economic, political, and social landscapes. ![]()
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