On July 17, fans of the Atlanta Hawks were treated with a leaked image of a uniform the team would be wearing for the 2020-21 season and beyond. In short order, the authenticity was confirmed but, while speculation ensued, it was unclear when the Hawks would unveil their full complement of jersey options.
As of Tuesday morning, the wait is officially over, with the Hawks announcing a trio of uniforms.
We’re taking the best of what we’ve been and turning it into the best of what we’ll be. Forever #TrueToAtlanta.— Atlanta Hawks (@ATLHawks) July 21, 2020
: https://t.co/MVef1OWzon pic.twitter.com/Con1JiW6Xj
Hawks new look (h/t @ATLHawks) pic.twitter.com/0wP7fyLqoI— ((zach)) (@zhood_) July 21, 2020
As part of the announcement, the Hawks expressed that the club is “returning to (its) roots” with this redesign.
As we enter the next era of Hawks basketball, we are returning to our roots. We are paying respect to our treasured past, with our sights focused on a bright future ahead. We are freshening our look while paying homage to the colors most synonymous with the Hawks organization. Taking the most beloved details of our past uniforms to create a look that blends past, present and future. Our new style is timeless and classic, reintroducing elements true Hawks fans have come to know and love as we enter a new golden era in pursuit of a championship.
“Now more than ever, it’s important for Atlantans to come together,” said Melissa Proctor, Atlanta Hawks & State Farm Arena Chief Marketing Officer. “We know sports has the power to unify and for years, true Hawks fans have shared their passion for our classic colorways. With the guidance of our ownership team and the talents of our brand creative and merchandising teams led by Shirley Zhang and Amy Serino working alongside our Nike design partners, we have found a sweet spot of classic and modern for the future of the franchise. This new look will stand the test of time and exemplifies our brand mantra, forever True to Atlanta.”
The team’s color scheme is described as Legacy Yellow, Torch Red, Infinity Black and white.
“Torch Red, Legacy Yellow and Infinity Black have been staples of the Hawks since arriving in Atlanta in 1968,” Hawks CEO Steve Koonin said. “With our new uniforms, we wanted to usher in a new golden era of Hawks Basketball while embracing the rich history and legacy of basketball in our great city.”
The red is what the team refers to as the “dominant hue of the the Icon uniform” and white is the base color for the “Association” kit. Infinity Black is the base color of the “Statement” uniform. Also of note, the Hawks revealed that the Jordan Brand logo “will appear on all NBA Statement Edition uniforms beginning with the 2020-21 season.”
In addition to the jersey overhaul, the Hawks revealed new logos and fonts in reference to “brand identity.”
If nothing else, it appears that the reviews have been (quite) positive for the initial leak and the roll-out should be met with more enthusiasm. In the meantime, jerseys are now available for pre-order and the excitement of a new look is here to bridge the gap until the never-ending hiatus between the 2019-20 and the 2020-21 seasons comes to an end.