How the Harlem Globetrotters Upped Its Game With Gen Z

The legendary basketball stars take fandom to a whole new level

The Harlem Globetrotters have revamped their approach to attract younger audiences. Getty Images

At Brandweek’s inaugural event last week in Palm Springs, Calif. attendees heard from several startups that innately know what it takes to cultivate a strong bond to young consumers. While many of these challengers, from Casper to M.Gemi, have a direct pipeline to millennials and Gen Z, legacy brands like the 93-year-old Harlem Globetrotters are busy reimagining everything from how they engage with fans to navigating an omnichannel approach to growing globally while at the same time preserving its beloved heritage. Here, Holly Duncan, Globetrotters’ director, brand marketing shares her playbook for drawing in future generations of fans.

@lgranatstein Lisa Granatstein is the Chief Content Officer at Adweek.