# \[SAEN\] 圣安东尼奥揭秘：“Go Spurs Go”口号是如何诞生的

**URL:** <https://chinaspurs.com/t/topic/46294>\
**Category:** 环球刺讯\
**Tags:** 2025-26赛季\
**Created:** [2026 年5 月 10 日 17:10 UTC](https://chinaspurs.com/t/topic/46294 "2026-05-10T17:10:32Z")\
**Posts on this page:** 3\
**Page:** 1

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作者： ![SAEN](https://chinaspurs.com/user_avatar/chinaspurs.com/saen/32/96_2.png) [@SAEN](https://chinaspurs.com/u/SAEN)\
发布日期： [2026 年5 月 10 日 17:10 UTC](https://chinaspurs.com/t/topic/46294/1 "2026-05-10T17:10:32Z")

</div>

By Melissa Renteria, Staff Writer | San Antonio Express-News (SAEN), 2026-05-10 04:00:17

![Image](https://s.hdnux.com/photos/01/66/00/35/30934862/3/960x0.webp)  
_在周日对阵波特兰开拓者队的首场季后赛开始前，圣安东尼奥马刺队的球迷们在弗罗斯特银行中心 (Frost Bank Center) 球馆的座位上发现了免费的嘉年华风格季后赛 T 恤。_

这是定义了职业体育界最成功球队之一的信条。

“Go Spurs Go”这句口号已经陪伴圣安东尼奥马刺队走过了近三十年，成为了当地球迷词典中不可或缺的一部分。

每一个图腾都有其起点。

本周的《圣安东尼奥揭秘》将带您回顾这句风靡全城的口号的诞生过程、深远影响，以及其背后的创意团队。

## 起源

1999 年季后赛期间，圣安东尼奥马刺队正寻求一种宣传球队的新方式，于是找到了当地广告人阿尔·阿吉拉尔 (Al Aguilar) 及其初创公司[创意文明 (Creative Civilization)](https://www.creativecivilization.com/)，希望他们能为宣传活动构思一个朗朗上口的口号。

“我们需要一些东西来推销季后赛门票，一些能真正吸引人们注意力的东西，”阿吉拉尔回忆起马刺队官员当时对他提出的要求。

此前已经为马刺队做过一些工作的阿吉拉尔为新口号提出了几个方案，其中包括“Ready To Go”，马刺队的一些高层当时更倾向于这个。但阿吉拉尔则坚持认为“Go Spurs Go”才是最能捕捉球迷兴奋点的口号。

“Go Spurs Go”的简洁性完美契合了阿吉拉尔职业生涯所遵循的广告“六要素”。

“它必须绝对满足以下几点：简单、有意义、难忘、有市场价值、具有独占性且可持续，”他说。阿吉拉尔认为，口号中包含球队名称也非常重要。

阿吉拉尔表示，他最初提交的作品由于太过简单，甚至让马刺队的高管们感到有些失望。

“当我们展示那个创意时，大家的反应并不是‘噢，哇！就是它了！这就是我们要的！’，而更像是‘真的吗？就这些？’”阿吉拉尔说，“我的意思是，这没关系，我并不介意。”他引用了广告界最标志性的口号之一作为灵感来源。

“我们实际上见过创造‘Just Do It’的那位先生，他告诉我们，他的经历也是一样的，”阿吉拉尔在提到 1988 年由广告人丹·维登 (Dan Wieden) 构思的 [Nike 口号](https://www.creativereview.co.uk/just-do-it-slogan/)时说道，当时那个创意在提案时也遭到了质疑。

## 创作过程

坚信“Go Spurs Go”会奏效的阿吉拉尔和他的妻子、创意文明公司的联合创始人吉赛拉·吉拉德 (Gisela Girard) 得到了马刺队的许可，准备制作一段由当地居民亲口说出这句口号的宣传片。

“我们制作了一些写着‘Go Spurs Go’的标牌，然后去找我们认识的人，问他们：‘能不能请你拿着标牌站在那里，说一句 Go Spurs Go？’”吉拉德回忆道，她当时还得指导人们如何发音。

“我告诉他们，‘说的时候要表现得非常有热情、很兴奋，就像你在欢呼一样，’”她说。人们还需要被引导一遍又一遍地重复，就像在球场呐喊一样。

出现在测试片段中的人包括当时圣费尔南多大教堂的主持大卫·加西亚 (David Garcia) 神父，以及一名负责阿拉莫广场 (Alamo Plaza) 路线的 UPS 快递员，当时创意文明公司的办公室就在那里。普通球迷也被纳入其中，滨河步道 (River Walk) 等辨识度极高的地点被用作背景。

剪辑后的短片加入了音乐和一些动画视觉效果，随后被呈送给马刺队高管。

“可以说，他们感到非常惊喜，”阿吉拉尔说，“他们当时的反应是，‘天哪！我们需要把它印在 T 恤上。我们需要把它印在横幅上，’紧接着，你就开始在到处都能看到它了。”

## 传播

马刺球迷——以及整座城市——很快就接受了这句口号。

这句由三个单词组成的口号迅速出现在 T 恤、标牌、车旗、横幅以及装饰在前院的自制牌子上。它被印在路边摊贩售卖的各种商品上，也被用鞋油涂在汽车车窗上。

“人们真的会用那些小泡沫塑料杯，在栅栏上拼出‘Go Spurs Go’，”阿吉拉尔说，“它无处不在。看到那一幕简直令人难以置信。”

他表示，马刺队在季后赛的成功——最终赢得了队史首座 NBA 总冠军——也为这句口号推波助澜。

“这就是所谓的在正确的时间出现在正确的地点，”阿吉拉尔说，“当一切因素汇聚在一起时，这项宣传活动启动了。”

## 传承

创意文明公司随后又为马刺队制作了[多次宣传活动](https://www.creativecivilization.com/san-antonio-spurs/)，包括为 2005 年夺冠之路创作的“One Team. One Goal”口号，以及 2007-08 赛季使用的“Team Is Everything”。

尽管这些口号也很响亮，但没有一个能像如今已成为图腾的“Go Spurs Go”那样占据整座城市的风景。

它至今仍被用于马刺队的营销材料和官方授权商品中，包括今年的 [NBA 季后赛 T 恤](https://store.nba.com/san-antonio-spurs/t-shirts/unisex-san-antonio-spurs-nike-black-2026-nba-playoffs-mantra-t-shirt/t-14690883+d-7827077966+f-0219979015+z-9-645050297?utm_medium=cse&_s=ak1944nba-pla&sku=212327439&targetid=targetid&utm_campaign=21839883106_172299184714&gad_source=1&gad_campaignid=21839883106&gclid=Cj0KCQjwk_bPBhDXARIsACiq8R1raAxRd6SJqTKp9qHIpLI2KjUi7Gu5w_vFmgPkJkIMFhV4F5Zw90oaAijqEALw_wcB)。而球迷们也依然像 1999 年那样在使用它。

随着社交媒体的兴起，#gospursgo 标签应运而生，马刺球迷开始使用缩写“GSG”作为落款。完整的口号在球迷中继续流传，尤其是在马刺队重返季后赛期间，无论是在线上还是线下。

“马刺进了季后赛，意味着圣安东尼奥的每个人都会说‘Go Spurs Go’，就像十二月大家互道‘圣诞快乐’一样，哈哈。在银行、在 HEB 超市、在公园，对每个路人都说‘Go Spurs Go’。这种感觉太棒了，”一位[马刺球迷](https://x.com/badbuckets_/status/2052471428574814235?s=43&t=EZUr3A2fIDL6JVk1QbMk8A)在 X 上写道。

“这是城市的效忠誓词，”另一位[球迷](https://x.com/missraydiancee/status/2052475151040549220?s=43&t=EZUr3A2fIDL6JVk1QbMk8A)回应道。

这句口号近三十年的生命力是创作团队的骄傲。

“这给了我们巨大的自豪感，因为我们在这里出生、长大，能有机会与马刺队这样一个全球性品牌合作，并能在 1999 年构思出这个口号，而 27 年后它依然如此有效、如此充满力量，这真的让我们非常感动，”吉拉德说。

阿吉拉尔也为他的“小公司”感到自豪。这家公司在“Go Spurs Go”诞生前几个月才成立，却得到了机会去推广球队历史上一个至关重要的时刻。

“我们当时是一家初创公司。他们说，我们要给你们一个机会，最重要的是，他们聘请了一家总部位于圣安东尼奥的公司，”阿吉拉尔说，“所以，这就是一家处于弱势地位的广告代理公司，我觉得我们通过创作出这个口号赢得了属于自己的总冠军。”

![Faith Luevano of Dixie Flag & Banner Company last week holds two of the official Spurs car flags sold at the East Side business.](https://s.hdnux.com/photos/01/66/14/23/30983399/5/960x0.webp)  
 ![Diane Sanchez, who lives in Washington and grew up in the Rio Grande Valley, holds up a “Go Spurs Go” sign as she attends Game 4 of a first-round NBA playoff series between the San Antonio Spurs and the Portland Trail Blazers on April 26 at the Moda Center.](https://s.hdnux.com/photos/01/66/05/70/30957090/5/960x0.webp)  
 ![Joseph Knucklz gets a “Go Spurs Go” tattoo on the inside of his lower lip by “Criket” at D’s Body Ink in 2014.](https://s.hdnux.com/photos/01/25/56/50/22473264/4/960x0.webp)  
 ![A family home on Buena Vista street in 2003 displays styrofoam cups in a chain-link fence to spell out “Go Spurs Go.”](https://s.hdnux.com/photos/01/66/15/35/30988119/3/960x0.webp)  
 ![A collection of “Go Spurs Go” candles are displayed at Papa Jim’s Botanica in 2004.](https://s.hdnux.com/photos/01/66/15/35/30988113/3/960x0.webp)  
 ![NBA Finals and “Go Spurs Go” banners decorated downtown San Antonio in 1999, when the Spurs were on their first title run.](https://s.hdnux.com/photos/01/66/15/35/30988121/3/960x0.webp)  
 ![The Guadalupe Community Center’s wall painted with the “Go Spurs Go” slogan in 2001.](https://s.hdnux.com/photos/01/66/15/35/30988127/3/960x0.webp)  
 ![San Antonio Spurs fans Melissa Hernandez Marmolejo and her nephew Miles Orsborn, 8, watch the Spurs warm up on the court before Game 3 of a first-round NBA playoff series against the Portland Trail Blazers at Moda Center in Portland, Friday, April 24, 2026.](https://s.hdnux.com/photos/01/66/05/21/30954595/3/960x0.webp)  
 ![In April, after the final game of the San Antonio Spurs' 2024-2025 season, Victor Wembanyama says goodbye to the fans while walking back to the locker room at Frost Bank Center.](https://s.hdnux.com/photos/01/54/24/11/28394081/8/960x0.webp)  
 ![Spurs fans celebrate the Spurs selection of Dylan Harper with the second pick at the Spurs Draft Watch Party at Frost Plaza in La Cantera in San Antonio, Wednesday, June 25, 2025.](https://s.hdnux.com/photos/01/52/72/12/28025484/3/960x0.webp)  
 ![Creative Civilization ad agency owner Al Aguilar and President/Chief Strategy Officer Gisela Girard pose with Go Spurs Go placards and four championship rings, at their offices, Wednesday, Nov. 16, 2016. Aguilar and Girard created the 'Go Spurs Go' logo for the 1999 NBA playoffs and championship run.](https://s.hdnux.com/photos/01/66/17/15/30995279/3/960x0.webp)

_由生成式 AI 翻译，译文内容可能不准确或不完整，以原文为准。_

> **点击查看原文：San Antonio Explained: How the 'Go Spurs Go' chant came to life**
>
> # San Antonio Explained: How the ‘Go Spurs Go’ chant came to life
> 
> ![Image](https://s.hdnux.com/photos/01/66/00/35/30934862/3/960x0.webp)  
> _Free Fiesta-style playoff T-shirts await San Antonio Spurs fans on their seats at Frost Bank Center in San Antonio for Sunday’s first playoff game against the Portland Trail Blazers._
> 
> It’s the mantra that has helped define one of professional sports most successful franchises.
> 
> The “Go Spurs Go” catchphrase has been used by the San Antonio Spurs for nearly three decades, becoming a part of fans’ local lexicon.
> 
> Every icon has a beginning.
> 
> This week’s San Antonio Explained looks at the creation and lasting impact of the citywide catchphrase and the creative team behind it.
> 
> ## Its origins
> 
> The San Antonio Spurs, looking for a new way to advertise the team during the 1999 playoffs, turned to local adman Al Aguilar and his fledgling agency [Creative Civilization](https://www.creativecivilization.com/) to develop a catchy slogan for use in a promotional campaign.
> 
> “We need something to sell tickets for the playoffs, something that’s really going to grab people’s attention,” Aguilar recalled Spurs officials telling him.
> 
> Aguilar, who had already done some work for the Spurs, produced a few ideas for a new slogan, including “Ready To Go,” which some Spurs brass preferred. Aguilar favored “Go Spurs Go” as the catchphrase that would work best to capture fans’ excitement.
> 
> The simplicity of “Go Spurs Go” met the six “gotta haves” of advertising that Aguilar built his career around.
> 
> “It absolutely has got to deliver on these following things: It’s got to be simple, meaningful, memorable, marketable, ownable and sustainable,” he said. The “Go Spurs Go” tagline also carried the team name, which Aguilar thought was important.
> 
> The simplicity of Aguilar’s creation left Spurs executives underwhelmed, he said.
> 
> “When we presented that idea, it wasn’t like, 'Oh, wow! That’s it! That’s the winner! ’ It was more like, 'Really? That all there is to it? ’ And, I mean, that’s OK. It didn’t bother me,” Aguilar said, citing inspiration from one of advertising’s most iconic taglines.
> 
> “We actually met the gentleman who created ‘Just Do It’ and he told us it was the same story for him,” Aguilar said of the [Nike tagline](https://www.creativereview.co.uk/just-do-it-slogan/) coined by adman Dan Wieden in 1988 that was met with skepticism when he pitched it.
> 
> ## Its creation
> 
> Believing the “Go Spurs Go” slogan would work, Aguilar and his wife Gisela Girard, who co-founded Creative Civilization, got the go-ahead from the Spurs to create a spot featuring local residents saying the catchphrase.
> 
> “We made some placards that said ‘Go Spurs Go’ on one side, and we went to people we knew and asked them, 'Can we just have you stand there with the placard and say, ‘Go Spurs Go’,” Girard said, recalling she had to coach people how to say it.
> 
> “I told them, 'Say it like you’re really enthused, excited, like you’re cheering,” she said. People also had to be coached to say it over and over, like a chant.
> 
> Among those featured in the test spot were Father David Garcia, then-rector at San Fernando Cathedral, and a UPS delivery man whose route included Alamo Plaza, where Creative Civilization’s offices were at the time. Everyday fans also were included, with recognizable locales, including the River Walk, serving as backdrops.
> 
> Music was added to the edited compilation, along with some animation for visual effects, and the spot was ready to be presented to Spurs executives.
> 
> “Let’s just say they were pleasantly surprised,” Aguilar said. “They were just like, ‘Oh my gosh! We need to put that on T-shirts. We need to put that on banners,’ and what happened was you started seeing it everywhere.”
> 
> ## Its spread
> 
> It didn’t take long for Spurs fans — and the city — to embrace the catchphrase.
> 
> The three-word tagline soon started popping up on T-shirts, placards, car flags, banners and homemade signs adorning front yards. It was emblazoned across all kinds of merchandise sold by street-side vendors and scrolled in shoe polish on car windows.
> 
> “People were literally getting these little Styrofoam cups and using them to spell out ‘Go Spurs Go’ in their fences,” Aguilar said. “It was everywhere. It was just incredible to see.”
> 
> The Spurs’ postseason success — ultimately winning the franchise’s first NBA title — helped fuel the catchphrase, he said.
> 
> “Talk about being at the right place at the right time,” Aguilar said. “This campaign was launched when everything came together.”
> 
> ## Its legacy
> 
> Creative Civilization went on to produce several [more promotions for the Spurs](https://www.creativecivilization.com/san-antonio-spurs/), including the “One Team. One Goal” tagline created for the 2005 NBA championship run and the “Team Is Everything” slogan used during the 2007-08 season.
> 
> Though catchy, none filled the city’s landscape like the now-iconic “Go Spurs Go.”
> 
> It is still used in Spurs marketing material and officially licensed merchandise, including this year’s [NBA playoffs T-shirt](https://store.nba.com/san-antonio-spurs/t-shirts/unisex-san-antonio-spurs-nike-black-2026-nba-playoffs-mantra-t-shirt/t-14690883+d-7827077966+f-0219979015+z-9-645050297?utm_medium=cse&_s=ak1944nba-pla&sku=212327439&targetid=targetid&utm_campaign=21839883106_172299184714&gad_source=1&gad_campaignid=21839883106&gclid=Cj0KCQjwk_bPBhDXARIsACiq8R1raAxRd6SJqTKp9qHIpLI2KjUi7Gu5w_vFmgPkJkIMFhV4F5Zw90oaAijqEALw_wcB). And fans continue to use it in much the same way they did in 1999.
> 
> With the advent of social media, the hashtag #gospursgo was created, and Spurs fans started using the abbreviated “GSG” as a sign-off. The full catchphrase continues to be used among fans, especially now with the Spurs back in the playoffs, both online and in person.
> 
> “spurs in the playoffs means everyone in san antonio says ‘go spurs go’ the same way they say ‘merry christmas’ in december lol. at the bank and HEB and the park ‘go spurs go’-ing each passerby. it’s beautiful,” a [Spurs fan wrote](https://x.com/badbuckets_/status/2052471428574814235?s=43&t=EZUr3A2fIDL6JVk1QbMk8A) on X.
> 
> “It’s the city pledge of allegiance,” another [fan](https://x.com/missraydiancee/status/2052475151040549220?s=43&t=EZUr3A2fIDL6JVk1QbMk8A)responded.
> 
> The catchphrase’s staying power of nearly three decades is a point of pride for the team that created it.
> 
> “It gives us a great sense of pride because we’re born and raised here and to have the opportunity to work with a brand like the Spurs, a global brand, and to be able to have the opportunity to come up with this slogan in 1999, that 27 years later still is even more effective and more powerful, it just, it really makes us emotional,” Girard said.
> 
> Aguilar also feels proud that his “little agency,” which was founded months before the “Go Spurs Go” creation, was given the opportunity to promote what would become a pivotal time in the franchise’s history.
> 
> “We were a startup. And, they said, we’re going to give you all an opportunity, and most importantly, they hired a San Antonio-based firm,” Aguilar said. “So here’s this underdog advertising agency, and I feel we won the championship coming up with this.”

By Melissa Renteria, Staff Writer, via [San Antonio Express-News](https://www.expressnews.com/news/article/san-antonio-explained-spurs-slogan-22242314.php)

---

<div class="post-metadata">

作者： ![香瓜](https://chinaspurs.com/user_avatar/chinaspurs.com/%E9%A6%99%E7%93%9C/32/45_2.png) [@香瓜](https://chinaspurs.com/u/%E9%A6%99%E7%93%9C)\
发布日期： [2026 年5 月 10 日 22:29 UTC](https://chinaspurs.com/t/topic/46294/2 "2026-05-10T22:29:42Z")

</div>

来一个1999年的报道：

> [@马刺1998-99赛季实录（780+篇）](https://chinaspurs.com/t/topic/39641/588):
>
> 1999-06-16, By Travis E. Poling
> 
> # 简洁的口号，巨大的影响力 - “Go Spurs Go” 是当地广告代理商的胜利
> 
> “Go Spurs Go” 已经成为圣安东尼奥马刺队球迷们简单易懂的口号。
> 
> 但这个在季后赛和总决赛中一直伴随着球队的口号并非偶然。
> 
> 马刺队为此付出了资金。
> 
> 马刺队聘请了圣安东尼奥广告人阿道夫·阿吉拉尔(Adolfo Aguilar) 和他在创意文明(Creative Civilization) 的团队，选择合适的短语，并通过广告牌、电视和海报将其传达给所有人。
> 
> 从阿拉莫体育馆(Alamodome) 的巨型电子显示屏到悬挂在主要办公楼的横幅，这句口号随处可见。
> 
> 在社区和城市街道上，窗户和汽车上用鞋油和油漆书写的字母都为西部联盟冠军欢呼。一些球迷使用泡沫杯装饰旋风篱笆，而另一些则在屋顶上使用圣诞灯。这一切都体现着 “Go Spurs Go”。
> 
> “它已经有了自己的生命力，” 阿吉拉尔说。“这是那些幸运的事情之一。”
> 
> 据《广告时代》(Advertising Age) 杂志编辑斯科特·唐纳顿(Scott Donaton) 说，让一个短语流行起来不仅仅是靠运气。
> 
> “好的广告很快就会成为流行文化的一部分，” 唐纳顿说。
> 
> 马刺队在这项活动中花费的资金很少，包括几块广告牌、一些电视广告和一些广播广告。
> 
> 马刺队高管和阿吉拉尔不愿透露这项在 5 月季后赛开始时持续了几周的活动的成本。但马刺队市场营销副总裁布鲁斯·加思里(Bruce Guthrie) 表示，这只是年度广告和市场营销预算中的一小部分。
> 
> “它有了自己的生命力，所以并没有花费太多，” 加思里说。创意文明并没有因为这句口号获得固定的报酬，因为马刺队每月都会支付给该代理商一笔保留费。
> 
> 相比之下，圣安东尼奥会议与游客局每年大约花费 350 万美元用于"Puro San Antonio" 等广告活动。菲利普·莫里斯(Philip Morris) 旗下的米勒啤酒(Miller Brewing) 在德克萨斯州花费超过 2500 万美元用于"True to Texas" 活动，以打造该啤酒品牌。
> 
> “对于营销人员来说，这是个梦想，” 加思里谈到这句流行语时说。“最重要的是它很简单。”
> 
> 马刺队的季后赛口号几乎被从候选名单中删除，因为它太简单了，但阿吉拉尔说他再次被这三字短语吸引，因为它符合营销活动的目標。
> 
> “我们尝试了很多想法，” 阿吉拉尔说。
> 
> 马刺队最初偏爱 “Ready to Go” 这个短语，但阿吉拉尔说他重新回到了起点，因为这个短语 “不顺口”。
> 
> 其他没有入选的口号包括 “We Can Do It” 和 “We Believe”。
> 
> 在向球队高管推介 “Go Spurs Go” 时，阿吉拉尔说他解释了该代理商将赋予这句口号生命力。
> 
> “这个概念是让大家加入到支持的队伍中来，” 他说。“你让大家可以用一句简单的口号表达他们的情绪，” 阿吉拉尔谈到这种易于传唱的短语时说。
> 
> 加思里说，“Go Spurs Go” 这个短语最初是由马刺队的土狼(Spurs Coyote) 喊出来的，他曾在旧的赫米斯菲尔体育馆(HemisFair Arena) 煽动球迷一起喊。
> 
> 创意文明成立于 2 月，阿吉拉尔从西班牙裔广告巨头 Bromley, Aguilar + Associates 离职后加入了该机构，在季后赛开始前立即成为了马刺队的代理机构。
> 
> 在常规赛期间，Bromley, Aguilar 负责马刺队的广告业务。加思里说，马刺队与 Bromley, Aguilar 友好分手，因为该公司 “想要尝试不同的方向”。
> 
> 周二，Bromley, Aguilar 的官员无法就马刺队的广告业务发表评论。
> 
> 凭借在马刺队的出色表现，创意文明获得了国家篮球协会(NBA) 的当地项目工作。
> 
> 阿吉拉尔说，他正在研究六届冠军芝加哥公牛队在战胜对手后如何处理广告，为马刺队的总决赛胜利做准备。

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作者： ![老刺](https://avatars.discourse.org/v4/letter/%E8%80%81/e9bcb4/32.png) [@老刺](https://chinaspurs.com/u/%E8%80%81%E5%88%BA)\
发布日期： [2026 年5 月 12 日 12:16 UTC](https://chinaspurs.com/t/topic/46294/3 "2026-05-12T12:16:10Z")

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Go Spurs Go ！！！！！！