Make Airdrie Great Again. So, famously – or infamously, depending on your point of view – reads a flag featuring Donald Trump that the club’s fans haul around the country with them in support of their team.
In Airdrie, as in America, though, the reality of the task at hand is rather more complicated than coming up with a snappy slogan. Given where the Lanarkshire club have been over the past 25 years or so, their new manager Danny Lennon has a monumental task on his hands to restore the Diamonds to their former glory, when they were a staple of the top-flight and even competed in the Scottish Cup Final.
That though, is the goal.
“It's very much now a club with real ambition,” Lennon said.
“And for me, getting back to the Premiership, that's a realistic ambition. We've certainly got to have the ambition that we can succeed and do everything that we can to take that onto the football pitch.”
Scottish football history is littered of course with managers who make grand statements upon their arrival at a given club, only for those words to come back to haunt them, so it’s no surprise that a man of Lennon’s experience is quick to add some caveats.
Airdrie, after all, currently sit bottom of The Championship after their opening four matches, with Lennon’s first match in charge since taking over from Rhys McCabe ending in a narrow loss at Arbroath last Saturday.
Whatever the truth of it, Lennon knows that the club won't be able to move forward from here without restoring unity between all facets of it, who in the end, all want the same thing as he does.
The 56-year-old's extensive playing career, as well as his management stints at St Mirren and Clyde, have left him bone dry behind the ears, so he couches his natural optimism with a dose of realism, in the short term at least, particularly given the context of the competition in which his new club operates.
“I think it’s a realistic ambition for us to make the playoffs, that's the challenge,” he said.
“We want to go and being among those teams that are competing for those places.
Read more:
“The Championship is such a strong league, so it's not like it's there isn’t strong competition. We need to continually improve and nothing is guaranteed. But securing a place in the playoffs is a target that inspires certainly everyone at Airdrie and myself.
“And I certainly think it's within reach if you continue to build on the strong foundations that have been offered to us and if we can push and challenge the players each day.
“But at the same time, we have to also respect the quality and the depth in this league. It’s so strong, and we're going to have to improve and progress.
“So, our focus will be working hard and developing in this consistency, taking one game at a time, going stronger as we do it week by week. And if we can continue to keep raising those standards and keep that positive attitude that they've shown so far, I think we'll give ourselves a real chance.
“There are the makings of some real good talent within that group. And I think we should give ourselves a real opportunity to be in the mix. But certainly, for now, it's about focusing on performances and letting results fall our way through hard work.
“I've always said that The Championship is amazing, because everybody is capable on their day of beating everyone on their day. It's certainly exciting.
“It's a challenge that I really think the group are up to.”
Thankfully, as Lennon acknowledges, he isn’t setting out to take on that challenge alone. Chairman Paul Hetherington not only shares his lofty ambition for the club but is doing everything in his power to create the optimal conditions for Airdrie to succeed.
“The staff, the players, the chairman, the directors, everyone associated with Airdrie have to be pulling in that same direction, pulling together and embracing the new direction,” he said.
“And from what I have seen, that definitely seems to be the case.
“I've certainly come into conditions that have been created for continued success. There's been very important work done here prior to me with Rhys McCabe, who I have a real respect for, and very good foundations.
“I want to build upon that. As coaches we all have their own ideas and you want to implement them, and I believe that all the right ingredients are in place for positive outcomes.
“The owner, the chairman, when we met, we had a very, very positive meeting. His ambition for the football club over the short, medium and long term, with that long-term vision to get back to the top table again. That is certainly something that resonates with my own beliefs.
“When I went in last Wednesday to get unveiled and announced, I was so impressed with the facilities, first and foremost. They're second to none in terms of where they want to be. They are geared up for that top level of football.
“But what really, really impressed me was the chairman and the team behind the team. The directors, every one of them is there to play an important part, and every one of them has a different strength to offer.
“No one is there just because they’ve been there for a period of time or what have you, I think they've all got something to offer, and that came out in abundance. And yes, they are also passionate supporters.
“My promise to them, to the players, to the supporters, more importantly, is that we'll work together and we will fight for the badge, we'll play with energy, commitment, we'll grow together as a team, and that package makes all the difference.
“We want everyone to be proud when they put that shirt on, and that they give everything when they step onto the pitch.
“This is certainly a new chapter for Airdrie. Everyone, from the chairman, directors, players, staff, and the supporters, everyone is vital to our journey, and my message is, let's embrace that challenge together, and let's enjoy the ride.”
The last three years or so have been something of a wild, and at times, bumpy ride for Lennon on a personal level too.
Having ended his five-year stint at Clyde back in 2022, after a short period of rest he was suitably refreshed, but found himself being overlooked for jobs he felt eminently qualified for, and had to go looking for work in the unlikeliest of places.
“I was doing some work for the SFA, I was tutoring on the licences, and then I had the opportunity to go overseas and coach over in Malaysia,” he said.
“That was a wonderful lifestyle experience. I mean, the football wasn't to the standard of what you're used to here, but it was nice to go and have that experience with my family and seeing parts of the world that you would never envisage going.
“So that was very nice. But truth be told, I missed it dearly when I was away. Everybody thinks that when you're a manager and you go out the game for a wee while that you aren’t trying to get back in. It wasn’t for the lack of effort, you know?
“I think any manager, we're always recharged probably in about six to eight weeks when we come out of a job and then we want back in, and you’re just waiting for that right opportunity to come.
“There are jobs that I did go for. Some, you didn't get close to, some you did but you didn't get over the line, and you start to think it's not coming. You're questioning what's going to happen.
“And I think, I'll be honest with you, there was a wee bit of a trend going on there where clubs were taking younger managers on. And as you can see with Airdrie and Rhys, that was one that certainly worked in that period.
“But it's also nice to see now that the tables are turning on it. At the age of 56, you're certainly not an old manager now, but you've certainly got a bit of experience behind you.
“I was a wee bit surprised [to be overlooked so often] to be honest. Every time you put that CV in, every time you put that cover letter in, it reminds you of what you have achieved. And I know that doesn't mean much on paper, but what it certainly does is give you a full track record.
“It wasn't even all jobs as a number one that I was going for. And when you see the people that were getting put in place - no harm to any of these people, good luck to them, you've got the opportunity, you've done well to get there as best you can - but I was being beaten to jobs by people that had not really done anything yet.
“So, with this opportunity and the vision of the chairman and the directors, it's just great to feel wanted again.”
Lennon once famously created headlines by calling for a form of ‘national (team) service’ as a potential solution to the dearth of young talent coming through in Scotland at that particular time. My mention of which draws a wry chuckle.
"Give me 20-25 kids, and I would take them away to an island for five years where nobody could get access to them and then bring them back," he said back in 2019.
"Discipline, total football, no outside influence, and work with them daily. I would love somebody to invest in that for three years to see where it could take you.”
“Absolutely,” he said.
“And again, I think that's important when you look at my track record and what I've done there, that is one of the key strengths that comes through.
“We know that we don't have an enormous fan base, we know how much the chairman is pulling out financially, and I think that takes a lot of courage.
“The position that the football club is in at this moment in time is healthy, it's set up for the long term, and we want to progress, but you've got to do it wisely.
“The chairman is very, very, good, and he has said that for every pound that goes out, we need £1.50 back in, and I think that's great and very reassuring to those supporters that their club is in such a healthy state. And it's certainly in safe hands.
“Developing our own talent for the first team, and eventually then selling those players on, has to be a huge part of what we do here.”
So, the plan is in place to take Airdrie back to the promised land. The next stop on the journey is a place Lennon knows well, as he takes his team to face Partick Thistle at Firhill, a club where he is a member of their Hall of Fame after his exploits there as a player.
While much of our conversation is focused on the future, there will however be cause for a poignant glance back over his shoulder next Friday night, given it rather fittingly will be the first game for either side since the sad passing this week of a man who is revered at both, Jimmy Bone.
The fans on opposing sides at Firhill may not agree on too much, but the verdict when it comes to Bone’s legendary status is unanimous.
“I had the pleasure, really, to play against him when I was a young kid, all those years ago,” Lennon said.
“And then I met Jimmy again when we were doing the coaching licences with the SFA, and I had the real pleasure of being in Jimmy's company.
“He would always bring laughter and warmth to any room. He had such good humour and his spirit touched everyone that he met. It is so sad.
“My thoughts go to Shona, his wife, and his family at this difficult time, and there is no doubt that Jimmy will go down as a legend.
“Friday evening will be emotional for everyone, because he was well loved at both clubs, but I also think that there will be a smile during the minute’s silence or applause, whatever they have, because when you think of Jimmy Bone that’s exactly what he made you do, smile.”
