The 2009–10 Milwaukee Bucks season was the 42nd season of the franchise in the National Basketball Association (NBA). The Bucks made the playoffs for the first time in four seasons, though they would lose in the First Round to the Atlanta Hawks in seven games after three games to two lead they lost the final two games of the playoff series. It was during this season in which the slogan "Fear the Deer" was coined, which the fans adopted onto the Internet. Five years after it was introduced, the Bucks used the slogan as part of their new jersey design and on the sidelines of the court. The team's also used the phrase as their official Twitter hashtag since 2018. The phrase was also engraved onto the Bucks' 2021 NBA Championship rings.