Another Rebranding in MiLB
In the past few weeks, the Salem Red Sox and the Springfield Cardinals presented their new names and new looks. Yesterday, the Scranton/Wilkes-Barre RailRiders came up with their new moniker and look.
“A new name is echoing through the Pennsylvania woods as the Scranton/Wilkes-Barre Highlanders proudly unveiled their new identity at a community celebration this afternoon at PNC Field.” This is how the Scranton/Wilkes-Barre Highlanders announced their new name in a press release.
The new moniker was announced during The Adventure Begins Fall Festival, presented by the Pennsylvania Army National Guard. This new name is a nod to the hardworking people, scenic landscapes, and storied baseball tradition that started in 1903.
What is meant by the tradition that started in 1903? Well, the New York Yankees started to play in the American League under the name Highlanders as they played at Hilltop Park, on top of a hill in Manhattan.
The SWB Highlanders name carries a dual meaning rooted in both place and baseball history. It reflects the Northeastern Pennsylvania terrain, where PNC Field sits surrounded by wooded hills, trails, and the natural beauty that shapes life in the Scranton/Wilkes-Barre area, as well as the aforementioned old moniker of the parent club of the Highlanders, the New York Yankees.
Above, you can see a variety of jerseys. Of course, there is a nod to the parent club with the classic pinstripe jersey and the grey road jersey. Besides the two classics, there are three alternates: A baby blue-ish jersey with a bear head on the left sleeve and the interlocking NY logo of the parent club on the right sleeve. Next to that jersey, there are two navy jerseys, one with the interlocking SWB logo that was already there when Scranton/Wilkes-Barre was still the AAA affiliate of the Philadelphia Phillies, and one with the name Highlanders in full.
The new caps come in five different designs. It is not clear in which capacity these caps will be used.
SWB’s rebranding comes as Minor League Baseball continues to evolve, with clubs across the league embracing bold and distinctive identities to celebrate local culture, bring more energy to the ballpark and strengthen their connection to the communities they serve.
“The Highlanders identity captures something truly authentic about this region and this franchise,” said Pat Battle and Peter Freund, Executive Chairman and CEO, respectively, of Diamond Baseball Holdings, which owns the club. “It connects the legacy of Yankees baseball with the pride and natural beauty of Northeastern Pennsylvania in a way that is fun and exciting, and we can’t wait to see fans embrace it.”
About the new mascot, the Highlanders website states: “At the heart of the new identity is a new club mascot, a yet-to-be-named bear who encapsulates the Highlanders’ spirit. The bear wears a classic cap featuring a bold “H,” carries a hiking backpack, and is never far from his trusted walking stick – a well-worn wooden bat that reflects both the game he loves and the terrain he explores. Equal parts ballplayer and trail guide, he represents strength, curiosity, and a welcoming spirit for fans of all ages at PNC Field. The new mascot will be named prior to the start of the 2027 season. CHAMP, the franchise’s longtime mascot, will remain to entertain fans as well.”