How the Harlem Globetrotters Upped Its Game With Gen Z

The legendary basketball stars take fandom to a whole new level

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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.

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