Colorado Women’s Basketball unveiled “The Standard” on June 2, a new brand platform campaign that will define the program throughout the 2026-27 season. The initiative is built upon head coach JR Payne’s belief that Colorado Women’s Basketball is defined by hard work, toughness, and discipline—values that have guided the team to five consecutive 20-win seasons and four NCAA Tournament appearances in the last five years.
According to the announcement, The Standard represents more than a slogan. It embodies expectations established by generations of players and celebrates the legacy left by those who came before, while challenging each new team to uphold and elevate the program’s tradition of excellence.
“The Standard is bigger than one season and bigger than one team,” head coach JR Payne said. “It’s the foundation that generations of Buffs have built through hard work, toughness, and discipline. Every player who has worn Colorado across their chest has helped create this culture through their sacrifices, commitment, and belief in something bigger than themselves. The Standard honors that legacy while challenging us to continue raising the bar. It’s something our players, coaches, alumni, and fans all share, and it’s what makes this program special.”
The launch comes at a significant moment for Colorado Women’s Basketball as it continues to be recognized among respected programs nationally. Organizers say success has been driven not only by wins but also by commitment from players, coaches, and staff who have embraced core values central to the team’s identity.
Throughout the upcoming season, The Standard will serve as a unifying platform across recruiting efforts, social content creation, in-game presentations, ticketing operations, storytelling initiatives, donor engagement activities, and merchandise sales—all aimed at strengthening Colorado Women’s Basketball’s overall brand while honoring its foundational principles.
Season tickets for 2026-27 are now available for purchase as part of this campaign launch. Fans can find more information about tickets or follow updates on official channels including cubuffs.com/wbb or @cubuffswbb on Instagram.
