Rebrands have become commonplace in the sport industry (Williams and Son, 2021). In doing this, sport organizations may use rebranding as an opportunity to display imagery from the past (Scola et al., 2023). As a part of the rebrand, teams will alter their colors, marks, and uniforms. Within this trend, a new branding strategy has emerged: fauxback branding. Fauxback, or fake-throwback, utilizes retro-inspired design elements to evoke a past that the sport organization never actually experienced (Burton, 2024; Kring-Schreifels, 2014). This investigations purpose is to examine consumer perceptions of fauxback team branding along retro to modernity spectrum, and develop a model to investigate how fauxback marketing influences behavioral and attitudinal intentions toward a brand. Through this multi-study investigation we seek to answer these questions.