‘Rainbows’ need to go to market

In May 2013, the AD declared that “Rainbow” would return as nickname to UH’s sports teams. (Actually, it would return as an adjective to Warriors and Wahine.)

Three months earlier, of course, the AD declared that the men’s teams would be known only as the Warriors. That February 2013 decision, which came three months into the AD’s tenure, sparked some protest and led to his version of the hokey-pokey: You put your Rainbow in, you put your Rainbow out, you put your Rainbow in, then you shake it all about …

The point is, both those 2013 decisions were based on emotion rather than economics.

The real reason the football team initially wore black and renamed itself Warriors in 2000 was to rebrand and, subsequently, sell more apparel. It coincided with the creation of the H logo.

The May 2013 declaration to bring back Rainbow was made as a compromise. There never was a marketing strategy to promote the Rainbow brand. The H logo, of course, is the UH brand, which needed to be protected and promoted. But surely there is a market for the Rainbow brand beyond retro uniforms and retro nights. The only rainbow on the athletic department’s Web site is the First Hawaiian Bank logo. Want to buy UH gear? Go to the H Zone. The RainBowtique “has moved,” according to its Web site.

As we’ve learned, declarations are plentiful. Hey, it was ESPN Day last week. There’s hope that this new administration, which is marketing savvy (“Made in Hawaii, played in a Hawaii” is a catchy phrase), can show that name changes are more than just symbolic.


  1. John March 30, 2015 8:05 am

    Good morning!

  2. NorthShoreFan March 30, 2015 8:10 am

    Guud Morning Tsaikos…bootiful day.

    When JJ come on board, he really generated a lot of excitement. The “rebranding” of the football team went well. I love the “H” logo and the black unis. Then got disappointed with the different teams going in different directions on the naming.


  3. Tiki808 March 30, 2015 8:16 am

    UH good morning! “Tiki808!”

  4. boolakanaka March 30, 2015 8:18 am

    Beans–the test for a vertical is a straight jump from a standing, still position. It is measured by the highest point in which your fingers touch.

    Box jumping, is from a similar position, but most folks in order to clear the height of the box, then tuck their legs-in, and they jump to the top of the box. A somewhat different motor skill and not measured in the same way.

    Tom–we are all set, placed some kala in the UH Foundation this morning.

  5. tom March 30, 2015 8:25 am


    If anyone is interested in assisting with online credit card donations for the April 4 mini-Manoa Makeover, here is the link:


    Make sure under ‘Programs’ it reads ‘University of Hawaii Manoa – Athletics’, then under ‘Accounts’ it reads ‘UHM Ath Lower Campus Beautification Fund’. See below cut&paste.

    This is a UH Foundation web link and this particular account ‘UHM Ath Lower Campus Beautification Fund’ was set up by me for projects like this. The ‘purpose’ of the account reads ‘to fund the rehabilitation and retrofit of the UH-Manoa athletic department’s common areas’. So there will be no funny business on how the money is spent, any invoice that looks to receive payment from this account must be related to the ‘purpose’ of the account.

    The only needs we have right now are 1) 51 cubic feet of Pea Gravel and/or Roof Chips and 2) 14 cubic feet of Black Cinder. Water and ice would be nice!

    We have most other needs already in hand or donated including many pressure washers, hoses, wheel barrows, shovels, iron rakes, etc. We were also already able to obtain approx. 160+ cubic feet of mulch for the project. Also, we did ask an outside Professional Landscaper to assist us with calculating proper amounts of mulch, pea gravel and black cinder.

    Landscaping work will be around the immediate Stan Sheriff common areas only, hence the term ‘mini-Manoa Makeover’. The pea gravel we are asking for is to enhance ‘A-House’ area near the UH football locker room, not the area out by the Athletic Director parking stalls.

    Let me know if anyone has any questions.

    Kimo Kai is coordinating the effort.]
    His e-mail is kimo(dot)kai(at)uhfoundation(d0t)org

  6. tom March 30, 2015 8:27 am


    You da bestest!

  7. Winning March 30, 2015 8:31 am

    So much negative comments about BJ. Fire the persons that hired BJ! Changing the AD just treats the symptom of this cancer. You gotta get rid of the cancer! And boy! Do we have serious types of cancers or what?

  8. boolakanaka March 30, 2015 8:34 am

    Tom–tell them when I am next back in town, they can have me over for one monster size plate lunch!!!!

  9. H-man March 30, 2015 8:34 am

    There was a rainbow over Manoa/Wilhelmina Rise/Palolo during yesterday’s softball games against Riverside and the Rainbow Wahine won both games of the double-header. Isn’t this the basis for the “Rainbow” mystique?

  10. papajoe2 March 30, 2015 8:56 am

    Just asking…..If you donate anything to UH athletics are you considered a booster? I know there are all kinds of things a booster cannot do that could get UH in trouble, like telling your neighbor’s son/daughter to consider playing for UH. Can somebody clear this up? Pomai?

  11. H-man March 30, 2015 8:58 am

    I heard Bobby Curran mention this morning that this upcoming football schedule might be the most daunting. I offer the 2008 schedule instead.
    2008 (7-7/5-3 WAC, T2nd)
    Coach: Greg McMackin
    Date School Result Score Attendance
    08/30 at (#5) Florida L 10-56 90,575
    09/06 Weber State W 36-17 39,446
    09/13 at Oregon State L 7-45 45,059
    09/27 San Jose State* L 17-20 40,571
    10/04 at (#22) Fresno State* W 32-29 ot 40,572
    10/11 Louisiana Tech* W 24-14 40,246
    10/17 at (#15) Boise State* L 7-27 32,342
    10/25 Nevada* W 38-31 40,225
    11/01 at Utah State* L 14-30 12,112
    11/08 at New Mexico State* W 42-30 10,861
    11/22 Idaho* W 49-17 39,014
    11/29 Washington State W 24-10 42,312
    12/06 (#13) Cincinnati L 24-29 40,549
    12/24 Notre Dame (SHB) L 21-49 45,718

  12. papajoe2 March 30, 2015 9:08 am

    Read this morning’s SA article about Matlin looking at the football schedule and would like to make it easier for the UH to be bowl eligible. Well, the last few years the most MWC teams were weak and everybody looked to schedule a weaker MWC team to pad their bowl chances, yet the team couldn’t win to even be close to being bowl eligible. Maybe we need to go in another direction, like looking at the leader first. Hope things change this year and we are not just chasing championships but actually be in the running for a championship.

  13. Old Diver March 30, 2015 9:42 am

    Matlin’s dilemma is 1. Hawaii can’t play a bunch of FBS schools to become bowl eligible. 2. Hawaii is already in one of the weakest conferences with some of the worst FCS teams. 3. Hawaii is ranked near the bottom of all FCS teams. 4. Most FCS schools don’t want to come to Hawaii. This leaves few teams to fill out the ooc schedule, plus fans are tired of hearing the AD and coach complain about the tough schedule. The obvious answer is the team needs to get better and the obvious question to Matlin is what are you doing to get the team better.

  14. Derek March 30, 2015 9:44 am

    I think we have a terrific H logo. That tapa design is symbolic for Hawaii. To emphasize the “rainbow” just incorporate some rainbow colors into the H logo. HELLO!!!!! Some artistic person can come up with a very good scheme. Me, I like green with blue. Black is always good and signals strong. Maybe only a touch of yellow and red. Maybe a little lime like the Seahawks. Anyway, marketing ideas.

  15. Tiki808 March 30, 2015 9:48 am

    Mini-makeover at UH lower campus; free lunch at least? Why not?

  16. Inyoface March 30, 2015 9:54 am

    The AD needs to change the footballs teams pants.

  17. HawaiiMongoose March 30, 2015 10:01 am

    Old Diver, re #13, I think you may have FBS and FCS switched. UH is an FBS team. Teams like UC Davis and Cal Poly are what used to be called Division I-AA and are now called FCS teams.

    As for future scheduling, UH has historically played one game against an FCS opponent to bring the total game count from 12 up to 13 without making it harder to achieve bowl eligibility (since beating an FCS team, while not guaranteed, is usually likely). I think Matlin needs to revive this practice. I’m guessing Ben Jay has avoided scheduling FCS opponents because they don’t draw well and have to be paid an appearance fee. But IMHO that’s a shortsighted viewpoint; if scheduling FCS teams helps UH achieve winning seasons and bowl eligibility, that will improve UH football’s net revenue production in the long run.

  18. Former UH Athlete March 30, 2015 10:04 am

    As if we needed another reminder of how messed up UH is right now…

    But hey, at least there’s soap.

  19. tommui March 30, 2015 10:13 am

    Tiki808 #18

    There is no such thing as a “free lunch”.

    As this was a bonding project with the volleyball team and volunteers, if you give a “free lunch”, you got to provide it to EVERYONE, even people just passing by and not working on the project – NCAA rules!

  20. Derek March 30, 2015 10:29 am

    I know Under Armour gets UH a good sweetheart deal and I don’t know when their contract is up, but I agree that the football uniforms are crappy. More to the fact, they are ugly. Maybe in time they can be a lot better, but currently they are terrible. Myself, I think Nike is the best.

    I know the UH basketball team uses Adidas, but Adidas is losing a lost of money because their innovations are lousy. It certainly doesn’t interest recruits, that’s for sure. Even the NBA is ending their relationship with Adidas when their contract is up soon. Nike or Under Armour will be bidding for the NBA rights and I gotta believe Nike will get it. They have Lebron and Durant, the 2 biggest names in the sport. They also have the kalonkas.

    At the final 4 is Saturday look at the teams. Kentucky, Duke, and Michigan State are Nike. Wisconsin is Adidas. Look at it and see which looks better to you. You can decide yourself.

  21. kev-1 March 30, 2015 10:31 am

    As typical with a new administrative hire, the talk about brand, new uniforms, etc. will take center stage. Let’s just hope that Matlin has a better approach than Ben Jay.

    Jay turned so many people off with his “more people need to contribute money” attitude, it made even discussing anything that cost money not worth it.

    It is time to market UH sports.

  22. Derek March 30, 2015 10:32 am

    If UH schedule an FCS team, they should play top tier teams like Eastern Washington, Montana, North Dakota State, etc. Top 10 teams in the FCS poll. Northern Iowa was a good team and it was a very competitive game this past year.

  23. nutmegger March 30, 2015 10:41 am

    The football schedule is what it is for 2015, it is tough – whether or not it is the toughest ever is unimportant. Main thing is to emerge from the early non-conference games intact without losing any key players to injuries.

    As far as tweaking the schedule to get bowl eligible – well, every year things change. A soft team this year may be a bear next year. Still, there is something to be said for going into the lion’s den and surviving.

  24. HawaiiMongoose March 30, 2015 10:44 am

    By the way ST, thank you for recognizing “Rainbow” is used as an adjective in the current naming scheme. I know it seems like a minor grammatical point, but that’s why it’s appropriate for your blog to be named “The Warrior Beat” rather than “The Rainbow Warrior Beat” and it’s okay for articles about the team to refer to them as just the Warriors. It’s similar to how the top Notre Dame Fighting Irish football fan website is called “Irish Envy” and the top fan forum website for all California Golden Bears sports is called “BearInsider.com”.

  25. Da Punchbowl Kid March 30, 2015 10:47 am

    Boolakanaka –

    You have friends waiting in line to buy you lunch next time you’re here! And don’t forget your other friends who look forward to another great night at Side Street Inn!

    Thanks for being such a stand up guy and good friend to many, Boola!

  26. Not an Expert March 30, 2015 10:47 am

    In the last 50 years, very seldom I have seen people wearing anything that symbolizes the school’s apparel. Over the last 10 years I have seen more due to the H Logo. What it boils down to is the marketing of the school. The school’s apparel before JJ came along had no marketing plan. Since the years after JJ was hired, things improved greatly. However to promote greater sales the major sports need to be winners. Whatever the forward direction is to market the school to generate money and an image, all personal feelings needs to be put aside and a plan to sell and promote whatever apparel needs to be made. Arguing about I like the rainbow better than the H, tradition of the school colors are more important, I don’t care for dis over dat, etc etc etc, why do you think the school is in disarray. To many chiefs fighting over the good of the school because they think their idea is more important than what is best for the school. To solve this problem people need to look at what is best for the organization and not get imbedded in their opinion and agenda that creates everyone and everything to be stuck in mud. OR STUCK IN A BUCKET FILLED WITH CRABS.

  27. kev-1 March 30, 2015 10:48 am

    Derek … if UH is going to schedule FCS teams, don’t you think they might as well schedule one they can beat? If you are going to have the “we’ll play whoever” attitude, have it with the teams in your own division. Not the lower division teams.

    I do think there should be an FCS team on the schedule every year, but the way UH has been playing, if you schedule one of the top teams from that division, UH may walk away with a loss.

  28. (Jesse)James March 30, 2015 10:50 am

    Good Morning Tsaikos….

    Long time no post…been busy these past few months….LOL

    Hope all have a great day.

  29. Tiki808 March 30, 2015 11:00 am

    Division I-AA BSB men’s; still that.

  30. Tiki808 March 30, 2015 11:18 am

    Win-loss record; make it better. BSB men’s team. Gonzaga is better.

  31. Derek March 30, 2015 11:23 am

    #27, you want to play an all FBS schedule, but if you schedule an FCS team why just
    beat up on somebody badly instead of playing a competitive type team. If we lose, we lose so what. That only means, we’re not good enough. I don’t want to see Pairie View, but maybe somebody might want to see Sam Houston St. which is a lot better team. Competitive coaches and players want to play against good competition to test themselves. That my take, you can differ, whatever. No matter.

  32. Inyoface March 30, 2015 11:24 am

    Good aesthetics equals more wins and better recruiting. Should bring back the silver helmets or maybe create a special edition matte green helmet.

  33. Pomai March 30, 2015 11:32 am

    #5 tom – The pea gravel we are asking for is to enhance ‘A-House’ area near the UH football locker room, not the area out by the Athletic Director parking stalls.

    Just MHO tom but this is the area that needs the makeover, it is the first thing wisitors see when they come to the Athletic building and SSC, right now it looks like crap so what kind of impression are we making on the recruits making their visits with the parents???

    Again just my opinion!! Just like a__holes everyone has one!!! LOL

  34. papajoe2 March 30, 2015 11:33 am

    Another way to improve the schedule is not only the type of opponents but also the dates. Even the NFL teams have trouble with their 2nd road game in a row. I know the MWC makes our conference schedule, but we gotta lobby them to avoid 2 road games in a row, much less having one of the power teams in our conference for the second game. Besides, it seems more expensive for a Hawaii team to do so. We have been spending more than a week on the road when this happens to save money, but making the second game hard to play. My idea a few years ago was to petition the NCAA for Hawaii to start the season 1 week earlier than the rest of the teams. With 13 games, we could have a bye or two during a season instead of playing 13 games in a row. We could also schedule a marque team during that time and have it on national tv and the opponents could take advantage of the “Hawaii Rule”, also affording them a another bye in their schedule too.

  35. Pomai March 30, 2015 11:36 am

    #10 papajoe2 – if you have ever attened, watched or listen to a UH game let alone donate $$ you are a booster and all NCAA rules apply to you. This is a lifetime deal so all these little ones who come to the games when they celebrate their 100 birthday they are still a UH booster……….

  36. SteveM March 30, 2015 11:38 am

    Good morning everyone!

    No market for Rainbow gear except on retro nights?
    Have more retro nights… 😉

  37. kev-1 March 30, 2015 11:41 am

    Derek #31 … that’s a good point. I wasn’t necessarily thinking of it in terms of the type of game that people would rather watch. I was thinking more of the FCS game as a guarantee win. But you’d probably get more fans in the stands with a high level FCS team as an opponent. True.

  38. rage777 March 30, 2015 11:44 am

    Ugh, another UH site that doesn’t accept PayPal! Even Doris’ PIAA accepted PayPal.

  39. Tiki808 March 30, 2015 12:15 pm

    Rainbow Warriors nickname was, go bows. Rainbows. Warriors logo is nicer. But some still like the go bows for the men’s basketball team at Neal Blaisdell Center. It depends, if it matters to you. No, not really. I like Warriors. H

  40. Derek March 30, 2015 12:34 pm

    I like Warriors too. All the rage now is the Golden State Warriors. They will soon to be the San Francisco Warriors like the old name when they move into their beautiful arena on the waterfront in San Francisco in a year or two.

  41. oneseason March 30, 2015 12:51 pm

    Rainbow Warrior Volleyball returns to the SSC for the final two home matches on April 10 & 11 (Fri & Sat) against Stanford. Attendance has been good, but the last home match was awhile ago (March 14). The AD can make sure the UH-Stanford matches are well publicized.

    Regarding football bowl eligibility, playing one good FCS (I-AA) team a season seems fine as a general rule. UC Davis (FCS as others note) was 2-9 last year. As a season ticket holder, I don’t want to see games like that at Aloha Stadium … Radio would be just fine. And unless we get to play a bad FCS school in a bowl game, I don’t see the point of getting bowl eligibility that way; if that is what is needed, a marginal FBS team would embarrass us.

  42. Trunks420 March 30, 2015 12:52 pm

    I understand everyone wants to change the schedule to be able to play more FCS teams.

    The problem is the athletes want to play the top teams no RS QB wants to go to a school to play nobody’s they want to play the teams that there friends know and watch.

  43. st. anthony trojan March 30, 2015 12:54 pm

    Can sumone please call the H zone store please n let us all know where they moved to…from ward warehouse ? (808) 200-5081

  44. NorthShoreFan March 30, 2015 12:58 pm

    Who is a booster…per NCAA…

  45. tom March 30, 2015 1:44 pm


    You called Kimo yet?

  46. the other mufi March 30, 2015 2:01 pm

    spot on blog entry yet again. those in the know can tell you there is one person in UHAD that chose this hokey-pokey strategy with nicknames. thank goodness he wasn’t really a finalist for the AD position. want to straighten this and other messes out? hire amemiya as associate AD and clean house. you can’t do things the same way again and again and expect different results. meaningful change needs to be done, to improve things and do what is best for the department, the institution and the students it serves.

  47. the other mufi March 30, 2015 2:04 pm

    H-Man: mystique? if memory serves me, UH lost BOTH games yesterday. LOL mystique is overrated!!

  48. 3-Prong March 30, 2015 2:14 pm

    St anthony trojan: H zone moved a few doors down. They are still in the Ward Center.

  49. st. anthony trojan March 30, 2015 2:37 pm

    thanks for that post 3 prong… now all know.. they should pay you for giving that info..that should have been a press release..to all their fans here n else where…unless me miss it.. me is kinda blind also sum times he he he

  50. Tempmanoa March 30, 2015 4:08 pm

    Derek, the idea is to be bowl eligible and win the conference champions– besides improving our record. If you play easier teams outside conference (with maybe one P5 team). then you maximize chances of both being bowl eligible and winning a championship (because you are not wearing yourself out playing meaningless out of conference games). Matlin points out correctly that playing on national TV in a bowl game gives us more exposure and this has helped recruiting in the past. Also for a developing team more practice time improves performance. West Petersen at Boise, and Urban Meyer at Utah both said the same thing– one of the secrets for getting into a BCS game was scheduling easier teams outside of the conference so you can go undefeated which was the minimum for a BCS team at the time.

  51. hon2255@yahoo.com March 30, 2015 4:41 pm

    There is a reason why this site is called Warrior World , because we are the University of Hawaii Warriors , especially for all Men’s teams !!! Raja !!

  52. SteveM March 30, 2015 5:20 pm

    I watched the 1992 movie “Necessary Roughness” again last night. Seen it around 5 times but this time I noticed one of the players–a smallish Australian player who reminded me of Scott Harding. Same build, relative size, etc. Tough guy–he refused to wear helmet and pads until he was clotheslined carrying the ball. I think he was a halfback in the movie and game scenes showed him returning kickoffs and catching passes out of the backfield.

    The movie depicted a Texas university (SMU) that was SMU’d by the NCAA so badly that they lost all coaches and players. To field a team, they had to get them from the existing student body. Hence the collection of characters. But the similarity to Scott Harding was interesting. Peter Tuiasosopo played the center.


  53. 3-Prong March 30, 2015 5:22 pm

    tempmanoa: I hear what you are saying in terms of being undefeated with a weak schedule versus having a tougher schedule and not being undefeated, but with the new format, unless they expand it to 8 teams, we may be undefeated and still be on the outside looking in and showcasing ourselves at our own bowl.

  54. Tiki808 March 30, 2015 5:43 pm

    Go Warriors, MPSF champions. National title 2015.

  55. BigWave96744 March 30, 2015 5:54 pm

    Playing a top tier FCS school is not what the doctor ordered. Our goal is the Hawaii Bowl, we aren’t going to any other bowl. Actually beating a low lier Sun Belt or MAC school is better looking than an Eastern Washington the type school. Atleast it’s a D1 win

  56. jm2375 March 30, 2015 6:24 pm

    WTG WARRIORS! They beat UCLA in 5 after losing the first 2!
    Hana hou tomorrow!

  57. cappie the dog March 30, 2015 7:03 pm

    I suspect that North Dakota State could win both the MAC and the Sun Belt.

  58. kev-1 March 30, 2015 8:48 pm

    In the article about football scheduling, Matlin says “I want to get Coach Chow’s thoughts” before deciding what to do. Shucks. Was kinda hoping he said “when I bring in the new football coach, we’ll see what he thinks.”

  59. HawaiiMongoose March 30, 2015 9:06 pm

    BigWave, re #55, the reason for playing one FCS school per season instead of a Sun Belt or MAC school is that you can bring in an FCS school for less money. If UH signs a Sun Belt or MAC school for the 13th game, it will have to pay a much higher appearance fee. (The other alternative is doing a home-and-home deal with a Sun Belt or MAC school, but that would put UH in the position of having to play 7 out of 13 games on the road in some seasons instead of playing 7 home games every year.)

  60. bouncingball March 30, 2015 9:09 pm

    Going .500 in conference and playing weak out-of-conference teams just to fatten the win-loss record is going to do NOTHING good for UH football. It’s an insult to the fans to suggest that’s acceptable scheduling and result.

  61. warrior fan March 30, 2015 9:11 pm


  62. cappie the dog March 30, 2015 10:20 pm

    Bring back the composite bats.

  63. Tiki808 March 30, 2015 10:22 pm

    We can expect UH men’s vb to rely on speed to win. block, kills, pass, and digs. Quickness will win the title.

  64. ALLAN March 30, 2015 11:05 pm


  65. Fei Jai March 30, 2015 11:06 pm

    Who we play and the schedule is the least of our worries. If get junk coach, then we going lose no mattah who we play.

    I like see if the new guy get alas. Can he pull the trigger on the coach. If no can, then waste time dis new guy. Bj Nevah have da kine.

    New ad. Now time fo one new coach.

  66. seewhy March 31, 2015 8:04 am

    Go Bows!

  67. beans March 31, 2015 8:09 am

    Fei Jai
    Chow is the coach. Stop trying to undeminding him. Get onboard or stay away.
    Negativism is not going to help our team. Become a vb fan then you can cheer a winning team, then take your naps…………(;-)

  68. Stephen Tsai March 31, 2015 8:30 am

    New post: http://hawaiiwarriorworld.com/?p=29629

Comments are closed.