Jay-Z, part owner of the New Jersey Nets announced that the team will retain its nickname when it makes its move to Brooklyn for the 2012 -2013 NBA season.

To say that the Nets are the little sisters to the New York Knicks and their history is something of an understatement.  The Nets history consists of 4 events: Once having a Doctor with an initial J that led them to an ABA championship, selling that Doctor to the Philadelphia 76ers,and making the NBA Finals twice.

Here was an opportunity for the Nets to completely re-brand themselves with a nickname other than a piece of equipment you can purchase at your local sporting goods store.  Brooklyn, the borough that proudly boasts 2.5 million current residents and a history that they claim rivals New York City, can't come up with one plausible nickname?  For a group of entreprenuers that includes Jay-Z, a Brooklyn born partner, shame on them.