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The original Growl Towels were given out from 2004 to 2006, when the Grizzlies made three straight playoffs . However, the Grizzlies were swept by their opponents in all three appearances, so only six different towels were made. The Grizzlies failed to make the playoffs for the next four seasons, so the Growl Towel was shelved.
Starting with the 2013 Playoffs, the growl towels started to feature different captions in each game, in addition to the traditional "Believe Memphis" towel. The Nashville Company called ''Something Inked'', which specialises in custom promotional products, produces a new growl towel for each playoff game.
