In more ways than one, it’s business as usual for the Celtics.
Despite losing seven games to the 76ers in the Eastern Conference semifinals, the Celtics will face the Heat on Wednesday (8:30 p.m. ET, TNT).
Those tuning into a Celtics game have noticed the team’s “Unfinished Business” motto emblazoned on the side panels as well as shirts, hats and anything else the team can make a profit from. You’ll notice that the “IS” — well, not really an S — is highlighted in gold if you look closely at the lettering.
As with Derek Jeter’s “RE2PECT” in years past, the golden “IS” actually represents an “18,” meaning the Celtics are chasing their 18th championship.
Take a closer look at these:
Here the “S” is a bit more closed off in order to resemble the No. 8, but the 1 is simply an I in the same font as the rest of the shirt. (Or clever, depending on your point of view.)
Whatever the case, the Celtics hope to finish their business this month, but they’ll need to beat the Heat first.
What is the number of championships the Celtics have won?
The Celtics have won 17 NBA championships in franchise history, including 1957, 1959, 1960, 1961, 1962, 1963, 1964, 1965, 1966, 1968, 1969, 1974, 1976, 1981, 1984, 1986, and 2008.
With 17 championships, the Celtics are tied with their chief rival, the Lakers, for the most in NBA history.