Adidas inked a multi-year partnership with the Atlanta Hawks that covers a wide variety of marketing integrations including event sponsorships, exclusive product and custom digital content that leverages Adidas-sponsored athletes and Hawks’ teammates John Collins, Trae Young and newly acquired Danilo Gallinari.
As a major part of the partnership, Adidas will become the presenting sponsor of the Jr. Hawks Summer Camps — the largest, co-ed basketball camp in the state of Georgia. Boys and girls, ages 6 to 16, participate in skills development training and competitive play under the direction of Hawks Basketball Development coaches. Starting in 2021, over 2,000 participating campers will receive Adidas shoes and other branded merchandise.
Adidas will also be the preferred uniform provider of the Jr. Hawks Basketball League which is made up of 20,000-plus youth players in Georgia including those from the YMCA, Georgia Recreation and Parks Association, Boys and Girls Clubs of Georgia, Atlanta Public Schools, Jewish Community Center of Atlanta, Special Olympics, Blaze Wheelchair Basketball, and other community organizations.
“We’re pleased to partner with the Atlanta Hawks,” said Chris McGuire, head of North America sports marketing for Adidas. “Our partnership provides an exciting opportunity to combine passions for meaningful experiences.”
Other event support includes the Hawks’ annual 3 v 3 tournament that attracts more than 500 youth and adult participants. The free event is produced by the Hawks Foundation, which aims to teach life and leadership skills through increased access to basketball for metro Atlanta kids. Adidas will have a significant presence at future events through product swag bags, branded jerseys and sponsored-athlete appearances.
Photo courtesy Atlanta Hawks
