Hawks will donate profits from jersey sales locally, focusing on economic empowermentNBAE/GETTY IMAGES
The Hawks debuted uniforms that "honor the Rev. Martin Luther King Jr." during their game against the T'Wolves on MLK Day, notably being the only team to "wear jerseys that feature 'MLK' prominently across the chest," according to Sarah Spencer of the ATLANTA JOURNAL-CONSTITUTION. It marked the "first time in NBA history that an individual's initials have been featured prominently on the chest of an official uniform." Hawks C Clint Capela said of the uniform, "When I saw it, I was so proud." The Hawks will donate profits from jersey sales "back to the Atlanta community, focusing on economic empowerment of communities of color." Spencer notes the team "will wear the uniforms on 'unity nights' throughout the season" (ATLANTA JOURNAL-CONSTITUTION, 1/19). In West Palm Beach, Tom D'Angelo writes MLK Day is the "most significant and meaningful day on the NBA calendar." NBA teams, including the Heat and Pistons, "sported warmups Monday (and for the last five days) that featured a quote from King's 'I Have a Dream' speech on the front: 'Now is the time to make justice a reality for all.'" The back of the jersey read: "HONOR KING" (PALM BEACH POST, 1/19).
GOING THE EXTRA MILE: THE UNDEFEATED's Marc Spears noted the Hawks' new City Edition jerseys "had been in the making for a few years." The team "first briefed the NBA about the jersey idea" in September '18. Hawks CMO Melissa Proctor, VP/Brand Creative Shirley Zhang, VP/Brand Merchandising Amy Serino and other members of the team "worked with Nike on the design." The original designs were made in '19, and Atlanta's King Center was "looped in" (THEUNDEFEATED.com, 1/18). This is "not the first connection the Hawks have made with the King legacy." The "symbolic resonance of the jerseys is so strong that Pope Francis blessed one earlier this month" (SPORTS.YAHOO.com, 1/18). A full line of City Edition MLK gear is now on sale and featured prominently on the Hawks' official website (THE DAILY).
