As the exhibition basketball team approach 100, president Keith Dawkins, along with IMG Licensing vice-president Brett Weiss, shares with The Drum how partnerships, retail expansion and new platforms are repositioning the team as a multi-platform global entertainment brand.
For decades, the Harlem Globetrotters were shorthand for trick shots, packed arenas and a theme song you could hum on command. As the team heads toward its 100th anniversary this year, leadership is asking a tougher question: what does a century-old brand look like on TikTok, in streetwear drops and in the collectibles aisle?
The answer, at least so far, is scale and reach. Since IMG Licensing became the Globetrotters’ global licensing agent in 2024, the focus has moved from memory to momentum. Apparel, headwear, collectibles, toys and lifestyle products are rolling out through collaborations with New Era, Ovo, Actively Black, NBA Lab and Shoe Palace. The centennial campaign began on December 14 with an anniversary game at Madison Square Garden, kicking off a yearlong run of more than 400 events across 25 countries, alongside new content initiatives and expanded retail.
The bigger ambition is repositioning the Globetrotters from a touring attraction to a multi-platform global entertainment brand.
Read full article at The Drum.com
For more information on licensing opportunities with the Harlem Globetrotters, visit https://imglicensing.com/brands/harlem-globetrotters/.