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True to Atlanta - POINT 3 x Hawks

3 min read

by Michael Luscher, POINT 3 Founder & CEO

It’s a big day at POINT 3 World HQ, as we’ve just announced a new multi-year partnership with our hometown Atlanta Hawks. For our P3 fam, I wanted to provide a bit more color on this deal and how it came to be… 


Discussions with the Hawks actually started in late 2013, as their staff identified a need to upgrade the gear they were giving out at Hawks Summer Camps. Now for those of you who don’t remember, your 2013-14 Hawks were a decidedly different squad in the midst of some dramatic transition. Joe Johnson and J-Smoove had moved on and a sub-.500 regular season record led to a first round playoff exit at the hands of the Pacers. Attendance was flatlining and frankly, there just wasn’t a lot of buzz around the organization.

That said, we were fired up to be working with our local NBA team, outfitting the next generation of Hawks fans through their Summer Camps program. Kids who attended those Summer Camps were not only treated to some of the best basketball instruction in the city, but a serious upgrade in their Hawks wardrobe!

Some savvy offseason moves led to a bit of optimism about the 2014 Hawks and then 2 strange things happened…

  1. The squad started winning with a thrilling, team-focused approach.
  2. We started seeing POINT 3/Hawks gear at Philips Arena and around the city.

The 2014-15 Hawks not only became relevant to the city of Atlanta, but for those of us that know and understand the game of basketball, they had a style of play that was a joy to watch. There was a buzz around this squad and after recording the first 17-0 month in NBA history during January, 2015, the Hawks were a hot ticket. And while Hawks fans were now proud to rock the Pac Man on their chest, we like to think that the innovative POINT 3 gear featuring that logo had something to do with its re-emergence on the streets and courts of our city.




Now our 2015-16 Hawks enter this season with a new ownership group, a new brand identity and a city ready to embrace basketball again. For POINT 3, it was the right time to step up our commitment to the team, extend and expand our partnership. Starting this month, all 11,000+ basketball players who participate in Jr. Hawks Affiliate Leagues in the greater Atlanta area will have the chance to experience POINT 3. The Hawks have been upgrading virtually everything about their organization and as the Exclusive Outfitter for Atlanta Hawks Youth Programs, we are proud to play a role in that effort.

Jr. Hawks Player Image

You’ll be seeing a lot more POINT 3 around the Atlanta Hawks organization, in-game, online, on the radio and most importantly, in the newly designed Hawks Shops at Philips Arena. Let us know what you think and as a POINT 3 and (hopefully) Hawks fan, what you’d want to see out of this partnership moving forward.

It’s an exciting time to be a basketball fan in the city of Atlanta – something we’ve not been able to say for many years. We’ll see you for opening night on the 27th!

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