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Mavericks chosen as new nickname of Douglas Freeman High School

Posted at 2:39 PM, Nov 12, 2020
and last updated 2020-11-12 19:32:10-05

HENRICO COUNTY, Va. -- The Mavericks will replace the Rebels as the nickname of Douglas Freeman High School.

Principal John Marshall announced the new nickname and a new logo in a message Thursday to students, families and staff.

“After a careful and intentional process to find a new school nickname, symbol and mascot, we are overjoyed to announce that we are moving forward together, starting today,” said Marshall in the message.

Marshall said Mavericks describes the school’s independent spirit and is consistent with the school’s core values of excellence, pride, intensity, family, diversity and tradition.

“We are free-thinkers and forward thinkers,” Marshall said. “We challenge the status quo to make the world a better place.”

The new nickname comes after the school announced in August that it was retiring "Rebels" after a comprehensive review.

Since then, members of the DSF community worked with a team from VCU’s Brandcenter led by Freeman alumni to establish a "more inclusive nickname."

After a month of researching, the group selected four nicknames for public feedback. The four finalists were the Mavericks, Pioneers, Trailblazers and United.

The school says Mavericks was the favorite of respondents in a community survey, and was selected by the school’s administration, in tandem with student leaders.

The Brandcenter also helped develop the Mavericks logo.

The school says they will announce a “spirit-wear swap” where students can trade in Rebels gear for items with the new nickname and logo.