In the spring of 2018 the Atlanta Hawks approached us looking for inspiration for their 2019-2020 City Edition uniform. The team wanted to create something that was iconic and totally unique to Atlanta. If you’ve been to the city, you know that there is no street more ubiquitous than Peachtree. In fact, there are more than 70 roads with the word “Peachtree” in their names. Over the years, the peach/pink color-way has become a staple in streetwear and pop culture. Marrying the two worlds on the court was a no-brainer. There was only one team that could pull off the look with a swag that is undeniably Atlanta.
We passed our inspiration and initial designs for the uniforms to the team. Once the concept was approved, they collaborated with Nike, who put their stamp on the final jerseys. The team held several activations around the city to promote the new uniform and the night culminated with a halftime and postgame performance by 2 Chainz.
We didn’t design any of the final collateral for this piece, but this project shows our ability to collaborate with our clients to create something new and fresh. It also shows how a small idea can make a big impact with the right amount of vision and execution.