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lobal sports merchandise giant, Adidas, have announced a multi-year partnership with the Atlanta Hawks to cover a wide variety of marketing integrations.

The two companies will collaborate on activations that use sponsorships, exclusive product designs, and custom digital content to target Hawks fans.

Adidas-sponsored athletes including Hawks players John Collins, newly acquired Danilo Gallinari, and Trae Young will be key participants.

The sponsorship will see Adidas become the presenting sponsor of the Jr. Hawks Summer Camps, the largest co-ed basketball camp in the state of Georgia.

Both boys and girls aged between 6-16 are offered the opportunity to take part in skill-development training, and competitive play with the help of Hawks Basketball development coaches.

More than 2,000 campers will receive Adidas shoes, and other merchandise, starting in 2021.

Adidas will also be the uniform provider of the 20,000+ players of the Jr. Hawks Basketball League.

Youth players from the Jewish Community Center of Atlanta, Georgia Recreation and Parks Association, Boys and Girls Clubs of Georgia, Atlanta Public Schools, YMCA, Special Olympics, Blaze Wheelchair Basketball and other community organisations will also support Adidas uniforms.

Adidas head of North America Sports Marketing, Chris McGuire, said: “We’re pleased to partner with the Atlanta Hawks.”

“Our partnership provides an exciting opportunity to combine passions for meaningful experiences,” McGuire said.

Limited-edition Adidas merchandise will also be sold at The Hawks Shop, and online store.

The best of Adidas basketball footwear and apparel will be featured in limited-edition collections, which allow fans the opportunity to wear what Hawks star, Trae Young wears on the court.

NBA marketing for Adidas, Austin Hodges, said: “I could not be more excited to see two brands, who collide at the intersection of sport and culture, come together to inspire Hawks fans both young and old.”

Produced by the Hawks Foundation, Adidas will have a heavy presence at such future events through sponsored-athlete appearances, branded jerseys and product swag bags.

Atlanta Hawks & State Farm Arena CEO, Steve Kooning, said: “It is extremely exciting for the Hawks to join forces with Adidas, one the most globally recognised sports brands in the world.”

“Through this collaboration, Adidas will be at the forefront of inspiring fans of all ages in Atlanta to improve themselves physically and mentally through the game of basketball as our Jr. Hawks program continues to attract national recognition,” Kooning said.

The production of an exclusive, peach coloured shoe to match the Hawks’ Peachtree City Edition jersey release marked the beginning of the Hawks work with Adidas early in the 2019-20 season.

2020 NBA All-Star, Trae Young, wore these shoes on multiple occasions throughout the season on the court with his Peachtree City Edition uniform.

The shoes were also gifted to rappers: Quavo, 2-Chainz, Big KRIT, and Lecrae as part of the Hawks’ Peachtree Nights Halftime Concert series.

Collins and Young were also featured in a social media video released by Adidas and The Hawks, explaining why they were compelled to pursue NBA careers.