The Atlanta Hawks just unveiled their 2020-21 City Edition uniforms, which have been designed to honor the late Martin Luther King Jr.
We are more than basketball; we are Dr. King’s LEGACY IN ACTION. #EarnTheseLetters pic.twitter.com/KS3qLOCLdd
— Atlanta Hawks (@ATLHawks) October 4, 2020
As Shams Charania of the Athletic reports, proceeds from sales of the Hawks jerseys will go to support the economic empowerment programs in Atalanta that benefit communities of color.
Premiering in the 2017-2018 NBA season, the “city edition” jerseys for NBA teams came about as a result of the league's agreement with Nike to supply the apparel for all 30 franchises. Originally supplied by Adidas, the eight-year Nike deal struck in 2015 was rumored to be for $1 billion, providing another revenue source for an association flush with cash following the completion of several broadcasting arrangements.
Meant to endear fans to their teams in a unique way, the city editions are made to incorporate features of the franchises' hometown — be it a landmark, motto or cultural figure (just like what the Hawks did) — into the jersey design. Not only hoping to boost memorabilia sales, the move was seen as another attempt by the NBA to uniquely integrate their franchises into their communities.
Born in Atlanta, Georgia in 1929, Martin Luther King Jr. remains the most recognizable figure of the Civil Rights era, and perhaps the most famous Atlanta resident. With his legacy of fighting for civil rights being frequently evoked over the past months, following a wave of protests across the country, the Hawks' decision to pay tribute to him is another form of action by members of the league to shine a light on racial disparities in the U.S.
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