How the Harlem Globetrotters Upped Its Game With Gen Z

The legendary basketball stars take fandom to a whole new level

#SMW is right around the corner. Join us April 9-11 in NYC to get up to speed on all the latest strategies, technologies and trends you need to be following. Register now.

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.

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Spring Special

Save 30% Off an ADWEEK Subscription Today!

View Your Options

Already a member? Sign in