Thread by @Adweek

RECAP | 🏀 @Globies' Keith Dawkins joins Brandweek to share how bolstering the brand through new marketing and consumer products is set to expand the Globetrotters iconic name globally. #Brandweek 🏝 adweek.it/Brandweek22

Related news: The @Globies announced their return to network TV for the first time in more than 40 years in an exclusive partnership with Hearst Media Production Group (HMPG).

The result? The show Harlem Globetrotters: Play it Forward. #Brandweek 🏝

"With a 100-year-old brand, we have multiple generations of an audience to reach. I’m passionate around the idea that we really need to reach the audience where they are."

— @Globies' Keith Dawkins #Brandweek 🏝

"I was that kid who was impacted by the Harlem Globetrotters. Seeing people who looked like me doing awesome stuff—that meant something. If you feel that way about your work, you feel that way every time you talk about it. It’s infectious."
— @Globies' Keith Dawkins #Brandweek 🏝

"We want to protect the legacy—but what is the legacy? We have missed generations. You have to be honest with yourself about that. We can’t afford to miss another generation. Brands die if they’re not nurtured, if you don’t pivot."
— @Globies' Keith Dawkins #Brandweek 🏝

"Gaming, licensing, metaverse and more are opportunities, but you have to acknowledge what you don’t know, so that’s where you experiment and work with partners who do know those things."
— @Globies' Keith Dawkins #Brandweek 🏝

On women players and more diverse Globetrotter players: “You’re not doing your job if you’re not diversifying. You see girls in the audience… who are ballers. You have to have product, then, that reflects who they are."
— @Globies' Keith Dawkins #Brandweek 🏝

“I have zero tolerance anymore” for people who say they can’t find Black people, or women or anyone else to appear in inclusive campaigns. “That’s horsesh*t, that’s a cop-out.”
— @Globies' Keith Dawkins #Brandweek 🏝