TNSE is an Organization that's embracing the culture they're trying to foster. What the outside world views as negatives (a small city, cold, uneventful, middle-class, etc. etc.), this collection of stars, superstars, grinders, and the like; now see it as part of their fabric of success, IMO.
This team is....young, bold, exciting, fearless, talented and hardworking; with a battle until the end, no quit attitude (a 'community' of players on the rise). Jets' players 'are' proud of what has been accomplished, and 'where' it has been accomplished (unlike at any time in the franchise's history).....in the smallest market in the NHL.
'We are Winnipeg' in every sense of the meaning. The perceived underdog? A team that has adopted/became the very identity of it's biggest supporters....The Fans/The Community. As an Organization, from top to bottom; the countless members, from every day workers, to staff, to players -everyone displays different attributes of this great community.
In my opinion, everyone feels like..."We are Winnipeg", a wonderful place to live & enjoy 'spring time' hockey. Culture isn't changed.....it's developed. Cheers!!