No thanks, “Naptown.” Sayonara, “Circle City.” The Greater Indianapolis Chamber of Commerce would like you to say hello to “Speed City.”
The Indy Chamber, which represents the 10 counties of the greater Indianapolis area, introduced the “Speed City” moniker just in time for the 110th running of the Indianapolis 500. The advertising campaign implores Indy to “see what speed can do” in an effort to “showcase what drives the passion and purpose of individuals across this region we choose to call home,” according to a news release on the initiative.
The chamber launched the digital ad initiative April 28 via an inspirational clip complete with sweeping views of city highlights and rousing, poetic narration. All the usual Indy visual cues are here: Pit crews hustle at Indianapolis Motor Speedway. Artists put finishing touches on downtown murals and bands jam at venues like Chatterbox Jazz Club and Square Cat Vinyl. The Circle. The Snake Pit. Caitlin Clark pull-up jumper in slow motion — splash.
“Our engines roar like hymns of fuel and sweat and something more,” goes the narration. “Briskly risking, testing, twisting, resolved from grit. Indy has no limit.”
Reception to the video and the campaign was largely positive, but there’s a snag.
“Speed,” obviously, refers to the phenomenon that propels many an Indy 500 winner to a celebratory milk pour. But, as some social media users noticed, it’s also shorthand for amphetamines. Think the opening bit in “Bring It On” — “we cheer and we lead, we act like we’re on speed!”
A few commenters on X caught the connection. Several more contested that Indy’s established nicknames — “Circle City,” “Naptown,” even “Indy” — already suffice under a Fox59 post. Plus, users wrote, smooth, speedy driving doesn’t jive with our notoriously spotty road conditions (“best in the country” — remember that?).
The chamber’s “Speed City” Instagram account has been active for almost a year, and the title has floated around for longer. But posts highlighting the “next chapter in how we tell the region’s story” have ramped up since the April 27 launch. Local creative nonprofit Pattern’s semi-annual magazine released its Speed City Issue May 14, and Indianapolis saxophonist Rob Dixon will press a new “Speed City” album. There’s a T-shirt with the moniker now, too, if “Speed City” resonates with you and you’re keen on merch.
The “Speed City” tee follows another 500-inspired design that raised eyebrows recently. IndyCar released and quickly scrapped a shirt reading “One Nation. One Race.” after online users slammed the slogan as “racist” and “tone-deaf.”
Time will tell if “Speed City,” double entendre and all, sticks around. Who knows? Maybe, years from now, “Speed City” will serve as the de facto Indianapolis nickname, “Circle City” rendered a distant memory.
Contact IndyStar Pop Culture Reporter Heather Bushman at hbushman@indystar.com. Follow her on X @hmb_1013.
This article originally appeared on Indianapolis Star: This Indianapolis chamber slogan has some wanting to hit the brakes
Reporting by Heather Bushman, Indianapolis Star / Indianapolis Star
USA TODAY Network via Reuters Connect
