Lessons Learned from The Harlem Globetrotters Rebrand

The Harlem Globetrotters, known throughout the world by generations of fans as unparalleled showmen, cultural icons, and ambassadors of goodwill, reclaimed the court in a big way in 2021. Sporting a new look, lending their voices to social causes, embracing digital channels to connect with fans like never before...everything about the legendary team of uber-talented ballers was revamped to meet the moment.

Delivered in a case study format, this session will share how Sunni Hickman, VP of Marketing and Sales for the Harlem Globetrotters, brought in masters of basketball culture, Black excellence, and live show punch to create an entirely new Globetrotters experience. She’ll share how you can apply similar rebranding tactics to drive renewed loyalty and engagement with your target audience.

After this session, you’ll be able to:

• Recognize the ways in which culture can be woven through every aspect of a branding campaign in a meaningful and impactful way
• Strategize digital initiatives that create authentic connections between brands and audiences/consumers
• Understand your brand purpose (why) and commit yourself to the right audience (who) can change the game

This talk is for marketing and brand strategists who want to understand how to the assemble diverse creative talents to reimagine and relaunch brands today.