After becoming the first team to win back-to-back Stanley Cup championships in the Salary Cap Era, the Pittsburgh Penguins clinched their NHL-leading 12th Stanley Cup Playoffs appearance and began their challenge to win three championships in a row. The Penguins marketing team took on the goal to unite the city of Pittsburgh under a mantra they've known for years with a new twist: to 3elieve in not only the Penguins but also their city and themselves.
