Centred around the iconic team, pieces include a fully embellished fleece set, a satin tricot button up, and a fully embellished varsity jacket. Harlem Globetrotters mesh shorts and vintage graphic tees will also be available.

“The Harlem Globetrotters were a huge part of my childhood, and those memories still mean everything to me,” said Shoe Palace CEO Ralph Mersho.

“Collaborations like this aren’t just exciting – they’re deeply personal, not just for me, but for fans all over the world who grew up feeling that same magic.”

The Shoe Palace x Harlem Globetrotters range lands on shoepalace.com and at Shoe Palace store locations from April 17th.

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Facilitated by the Globetrotters’ licensing agency IMG Licensing, these collaborations launch next year as the brand celebrates its 100th anniversary.

Shoe Palace apparel will land in Spring 2026, while OVO’s range will debut in February 2026 during Black History Month. Elsewhere, Actively Black’s athleisure apparel will launch in early 2026 and NBALab’s tees and hoodies will be sold during the Globetrotters 100th anniversary tour.

“The Globetrotters have always been trailblazers in popular culture, and these brands will work to expand our storytelling, and reach, through the lens of fashion and apparel to a global set of consumers,” said Keith Dawkins, President, Harlem Globetrotters & Herschend Entertainment Studios.

“Our research tells us that fandom, and what you represent, can be synonymous with what you wear. So, it’s important that we work with a broad range of ‘best in class’ partners as a way to tell our story and co-create products that people of all ages, from around the globe, can actually wear and represent the Harlem Globetrotters brand.”

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And the reason I’m excited to talk with you about creative is because, at the end of the day, we’re in the business of selling creative. If you do that well, they’ll want buy, click and consume what you’ve created. If you don’t do the creative well – in a way that deeply connects with the consumer – you don’t have a licensing deal to make.

Are there many similarities between striking deals for children’s TV shows and what you’re doing today with the Globetrotters?
Absolutely! It’s all about storytelling and connections. Earlier in my career, if I told a kid I worked at Nickelodeon, they’d say: “Oh my gosh I love Nickelodeon!” If I spoke to a parent, they’d say: “Oh my gosh, my kids love Nickelodeon!” And some of those parents had grown up on Nickelodeon themselves. I run into similar experiences today with the Harlem Globetrotters – it’s a global brand with global awareness. People have a deep affinity and love for the brand.

“We’re in the business of selling creative.”

Absolutely – and I’d use myself as an example of that. I’m not a huge follower of US sports or basketball in general, but I do know the Harlem Globetrotters. Maybe from an episode of The Simpsons or when they popped up in Scooby-Doo! They’re broken through into pop culture in a way that not all ‘sports teams’ do.
I think that’s fascinating – and you’re right. We see plenty of global consumers who might not know Manchester United, or the New York Yankees, or know the ins and outs of cricket – but they know of the Harlem Globetrotters. Some of that is down to our heritage – we celebrate our 100-year anniversary in 2026. Some of that is down to the growth of basketball as a sport – it’s gender-neutral and its global. A lot of it is about the entertainment side of the brand – it appeals whether you love sport or don’t love sport.

The challenge was that as the media landscape and the consumer products world evolved, the Globetrotters didn’t. I think we missed multiple generations of a potential audience as a result of that, but that’s also the opportunity now. We have gigantic global brand awareness – how do we create deeper emotional connections with the audience wherever they are in the world? Our tour is a key part of what we do, but it’s limited in a way… If the only way to engage with the brand is to show up to one of the tour stops, that’s a powerful offering, but a limited one.

We had to rethink of ourselves not as a touring brand, but as a global intellectual property. That’s where this licensing conversation and pathway has come from.

What would say is unique to the Globetrotters brand?
Most big sports brands – the clubs that bring thousands and thousands of people into stadiums – will have a rival… An opponent who you’re either with or against… The Globetrotters is different – they bring everyone together. No-one’s booing the referee and you see the entire cross-section of humanity there. It’s a unique offering and a magical thing. We now want to bring this magic to the masses.

“We had to rethink of ourselves not as a touring brand, but as a global intellectual property.”

How would you present the brand to potential licensees?
It’s still about joy and bringing people together. We’ve had partners come on board that have immediately got it… That’s what’s allowed us to get back on TV for the first time in 40 years. That has meant we’re doing our first sports residency at American Dream. It enabled us to have IMG as our global licensing agency and sign Spalding as a global official ball partner. Those partners get it and understand what the brand was back at its previous heights – but they also understand the future possibilities and why it still resonates.

The thing I would flag to partners is our 100-year anniversary in 2026. You only get one chance to celebrate a milestone like that. How can licensees become a part of that? Because hitting 100 will elevate this boat and take us to a whole new level. It’s an exciting proposition for us and our partners.

Are there product categories you feel are especially suited to the Globetrotters?
There are brands celebrating their own anniversaries coming up and I feel there could be some great alignment there. Outfitting partnerships are of interest and we have key targets in that space.

It all comes down to audience. There are kids out there who we want to become life-long Globetrotters fans – what can we do to engage them? Then there’s the cool kids – 15 to 34-year-olds… The kids who show up at my gym wearing a Tupac t-shirt. Why are they not wearing a Globetrotters t-shirt? That can give the brand a different type of credibility. We’ve done things with brands like UNDRCRWN, Sprayground and Lids in that space.

Then there’s the older demographic – the crowd I’m in somehow!

Ha!
What can we do for this audience that makes sense? I feel we can craft deals for each of these audience demographics. One day you’ll look around and everyone’ll be in Globetrotters apparel!

On that, there is a Globetrotters ‘uniform’ – the kit. Do you see opportunities for characters from other brands to don the Globetrotters jersey as part of collaborations?
Absolutely. If you have an authentic connection with your audience, you can do those kinds of things. Back when SpongeBob was celebrating its 10th anniversary, we did collaborations for Fashion Week. The same thing holds true for us… There’s fashion houses or other brands that have an affinity for the Globetrotters and those collaborations are ripe for the taking for us.

What do you feel are key to successful creative collaborations between licensors and licensees?
Well, brands need to know who they are to know where they’re going – but you also can’t be too rigid about that. Look at Disney acquiring Marvel and Lucasfilm… The Disney I grew up on couldn’t have those things under their tent. They were open to it and no-one sneezes at that today. There are benefits to being flexible sometimes when it comes to your brands… You’ve got to be open to the possibilities.

On that, how do you ‘bend’ a brand without snapping it? How do you push those limits?
It’s an interesting question. Look at Crocs… When my kids were little, it was only kids who wore Crocs. Then it was adults, but you’d look at that and think ‘Interesting’… Now you have NBA players and footballers wearing Crocs. It’s cool! How did that happen? The brand went on a journey and that’s worth paying attention to and reflecting on.

“We have our 100-year anniversary in 2026. You only get one chance to celebrate a milestone like that!”

As a brand leader, I have to consume music, watch what’s happening in entertainment, sports… Talk to people outside of my immediate circle. Ensure your staff is diverse – not just with regards to what they look like but their ages. All of that relevancy – in addition to years of experience – helps me gauge how far to bend a brand.

That all sounds like it must also fuel your creativity?
It does. The first Producer I ever worked for told me: “If you don’t have a life, I don’t need you.” I thought, what does that mean! He was essentially saying that if I’m not watching movies, reading books, doing whatever… I won’t be coming in with more ideas to pitch to him, and so he wouldn’t need me. That has stayed with me.

Sometimes it’s about recharging your creativity battery – going to the gym, something like that… But it’s about having interesting conversations and surrounding myself with interesting people. Living life gives me ideas and ensures I still bring stuff to the table.

The other thing is the brand I’m looking after… When you meet the players and feel who they authentically are, you can’t help but be inspired. It reinforces the fact that I have to do right by this brand, its history and its people.

Thanks again Keith.

The post “We have gigantic global awareness”: Keith Dawkins – President of the Harlem Globetrotters – on brand plans for the iconic basketball team appeared first on Brands Untapped.

Under the new agreement, IMG will draw inspiration from the team’s history and iconic brand identity to develop a wide range of products and experiences, from toys, collectibles and memorabilia to publishing and video games.

In addition, IMG is also looking for an official outfitter and footwear partner for the brand.

“I can’t count the number of “firsts” that have marked the history of the Harlem Globetrotters, not least of which their dazzling style of play which anticipated by many years the dynamism we see from the best players in the modern NBA,” said Bruno Maglione, President of IMG’s licensing business.

“From the largest attendance ever at a basketball game, to iconic players like Wilt Chamberlain, to being the only team ever admitted to the Basketball Hall of Fame, the richness of their legacy is unparalleled and more relevant than ever. We will be looking both forward and back as we celebrate the story of this legendary franchise with products and brand partners.”

Keith Dawkins, President of the Harlem Globetrotters and Herschend Entertainment Studios, added: “The Harlem Globetrotters continue to lead and redefine global basketball culture. With their athleticism, exceptional skills, unique brand of humour, and their ability to connect with cultures around the globe they’ve inspired millions and ushered in an irreplicable brand of sports entertainment that’s beloved by all.

“As we approach our 100-year anniversary in 2026, our partnership with IMG will be instrumental in deepening our connection with fans, new and old, around the world.”

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