Memphis, Tenn. ? Hubie Brown held his first practice with the Memphis Grizzlies and his edict was clear: Play hard all the time, or don’t expect to play at all.

The 69-year-old coach was back at work as an NBA coach Wednesday for the first time in 15 years.

He replaces Sidney Lowe, who resigned Tuesday after an 0-8 start left Memphis as the league’s only winless basketball team.

Brown gave up his TV job to take over the Grizzlies because “it is the ultimate challenge.”

He was drawn to Memphis by Jerry West, who became president of basketball operations last year. West describes Brown, a former NBA coach of the year, as “one of the premier basketball minds in the business” and an outstanding teacher.

Looking for a new coach after Lowe’s sudden departure, West’s first call was to Brown.

“When Jerry West calls, you listen. There’s not going to be any massaging.

“There’s not going to be any blowing smoke,” Brown said at a news conference, with West sitting beside him.

Brown said the Grizzlies must develop better chemistry. Former Kansas University player Drew Gooden is a rookie on the Grizzlies.

“You give me any team worth a grain of salt and they have a distinct style of play,” he said. “I don’t care what sport it is.”

Brown, a former coach of the New York Knicks and Atlanta Hawks, said the Grizzlies need “two teams of five guys that will respect one another.”

“They will be unselfish with one another, and they’ll pay the price and give the effort,” he said.