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Drawing on in-depth qualitative interviews and analysis of relevant primary documents, this article explores the 1996 unionization of full-time academic faculty at Brock University, a public and primarily undergraduate university in southern Ontario, Canada. The case study examines both the impetus for unionization and the strategies employed by the faculty association in support of certification with a view to demonstrating how discourses of professionalism and collegiality can be challenged, subverted, and redeployed by academics intent on organizing, mobilizing, and ultimately winning support for unionization.