Road to Brandweek: Inside the Harlem Globetrotters' Return to Television

President Keith Dawkins is growing the iconic franchise into a global brand

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The Harlem Globetrotters hadn’t had a television series since the 1970s—that is, until Keith Dawkins came along.

The iconic basketball exhibition team—founded in Chicago in 1926—has long relied on its live tours to engage a passionate fan base, with its legendary performances showcasing twists on traditional NBA rules. But to keep the century-old brand relevant, Dawkins, who joined the organization in early 2022 as president, set out to establish a new presence in a vastly changed media landscape.




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This story first appeared in the September 2023 issue of Adweek magazine. Click here to subscribe.