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Atlanta Hawks Reveal New Uniforms, Shock the World

By Jonathan Savitske

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This week has been one of change, and to a certain extent rebirth for the Atlanta Hawks. The week began tumultuously for the team, as Danny Ferry was finally dismissed from the team as GM. This has been a divisive story among basketball pundits, but with the final reveal of the Hawks new uniforms on Wednesday, it will assuredly be supplanted by this as the most polarizing issue between fans this offseason.

-=Related: Should The Atlanta Hawks Draft Bobby Portis? =-

The unveiling of the Atlanta Hawks’ final stage of re-branding came a bit prematurely Tuesday evening by the AJC’s Chris Vivlamore. With the new Hawks ownership group announcement coming this Thursday, most expected that the Hawks would overhaul their brand to alter their somewhat tarnished perception left by the outgoing Atlanta Spirit Group.

“In their press release earlier this month, the Hawks called their new uniforms the most “modern and cutting-edge” in the NBA. Well now that we have had a glimpse of the Hawks’ new threads, there is no doubting that.”

At first glance, the new uniforms are most certainly provocative. The iconic Pac-man logo is prominently displayed on the shorts, as are the classic Hawks colors red, white and replacing navy, black. If that was the extent of the Hawks color palette, the uniforms would be wonderful; however, that is not the case. It will leave most uniform traditionalists simultaneously perplexed and bewildered.

Neon yellow or green (it is difficult to discern what color it exactly is) is now unmistakably a part of the Hawks brand. The color is heavily featured in all three of the Hawks new jerseys as the foremost pigment of the text. The Atlanta Hawks have also replaced their venerable navy hue in favor of black, in what I can only surmise is an attempt to channel nostalgia of a long-gone era of Hawks basketball. The decision to integrate neon into the red and black color scheme is definitely a bold and significant departure from typical NBA game attire.

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The Hawks uniform lineup for the upcoming season includes a home white jersey, a road black jersey, and an alternate red jersey. Similarly to last year’s wardrobe, the home whites and road blacks feature Atlanta emblazoned across the front. The fan favorite “ATL” returns as the primary text for the alternate red jerseys and unlike the home and road fatigues, embellished with “Hawks” on the side of the shorts, embossed in a distinctly new font.

The most questionable facet of the new uniforms is the triangular pattern that comprises the entirety of all three jerseys. It adds a distracting and somewhat bizarre part of the set, and completely eschews the traditional tenets of uniform design. I can’t imagine what the Hawks court will finally resemble once it’s adorned with this convoluted pattern.

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In their press release earlier this month, the Atlanta Hawks called their new uniforms the most “modern and cutting-edge” in the NBA. Well now that we have had a glimpse of the Hawks’ new threads, there is no doubting that.

Introducing the neon yellow betwixt the traditional red and black truly serves to accentuate the eccentric design choices of the Hawks new garb. Whatever you may think of the new branding strategy, it successfully accomplishes its goal of creating a new perception of the organization as the new ownership group assumes control.

Next: Should The Hawks Move Up in the Draft?

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