Report: Hawks players had a lot of input on new jersey redesign
The Atlanta Hawks' brand redesign for the upcoming 2015-16 season was a team effort ... literally.
According to the Atlanta Journal-Constitution, the Hawks' players not only had input with the team's new colors -- Torch Red, Granite Gray and the polarizing Volt Green -- but also with the design, texture and functionality of the jerseys:
"The players went far beyond the colors. They wanted the uniforms to be functional. Korver requested a thin shoulder strap as not to impede his shooting motion. Al Horford and Paul Millsap wanted to know if something could be done about fabric bunching around their middle which gave opponents an easy grab point in the lane.
"When the team gathers on Sept. 28 to kick off training camp, there will a new uniform fitting procedure for them to, within league rules, customize the look and feel."
The goal of the redesign was to appeal to "multi-cultural millennials," and Senior Vice President of Marketing and Chief Creative Officer Peter Sorckoff felt one of the best representations would be asking the Hawks players, who are "multi-cultural millennials" themselves.
"If our audience is this multi-cultural millennial, we have a bunch of them sitting in the locker room as a case study essentially," Sorckoff said. "More importantly, that same group is going to be our thought-leaders when we go to market with this. If there is an authentic and organic validation with them, then we have a much better chance of it being believable with Hawks fans."
The team unveiled its new uniforms on June 24.
(h/t Atlanta Journal-Constitution)
