The Harlem Globetrotters will celebrate their 100th anniversary in 2026, and in the lead-up to that milestone, the brand is evolving beyond its roots as a touring basketball team.
To help bring in this next chapter, Harlem Globetrotters partnered with M&C Saatchi Group North America to reintroduce the Globetrotters to a new generation. For decades, the Globetrotters have stood for more than just basketball as they’ve embodied a cultural movement, a sense of joy, and a soulful connection to sport. With their centennial on the horizon, now is the ideal moment to retell that story in a way that resonates with today’s audiences.
The focus in 2025 is laying the foundation for that future. Under the leadership of President Keith Dawkins, the Globetrotters are building a multifaceted entertainment brand that extends far beyond the court. This includes expanding into content, digital platforms, social media, licensing, and consumer products as it wants to meet audiences wherever they are.
The goal is to elevate the brand’s baseline, creating new pathways for fans to engage beyond the tour and deepening its cultural relevance for the next 100 years. With brand awareness already in place, the Globetrotters are ready to turn recognition into renewed connection.
Keith Dawkins, President of the Harlem Globetrotters and Herschend Entertainment Studios, discussed the brand’s comprehensive and strategic approach to influencer partnerships. Instead of limiting influencers to social media personalities, Dawkins believes that anyone with a significant cultural impact qualifies as an influencer. This includes daytime talk show hosts like Sherri Shepherd, professional athletes from teams such as the Atlanta Braves, and tennis players at events like the Charleston Open. The Globetrotters have embraced a diverse range of collaborators to enhance their reach and relevance
Dawkins credits the success of this strategy to the strength and diversity of the internal team, particularly those leading digital and social media efforts. He shared that while he may not always recognize the names of emerging digital creators, he relies on his team’s insights, asking the right questions about follower demographics, engagement levels, and audience connection. The focus isn’t just on reach, but on the influence and “stickiness” of an influencer’s community.
This expansive and open-minded approach has propelled the Globetrotters into new conversations by connecting the brand with previously untapped audiences and business partners.
“It’s about taking that brand awareness and creating brand affinity and deepening the relationship with the audience, which is a different assignment than people just being aware of you.”
The Harlem Globetrotters take a strategic, audience-first approach to social media, recognizing that each platform serves a distinct purpose and reaches a unique segment of their audience. For example, LinkedIn plays a key role in their B2B communications, while Meta platforms like Facebook and Instagram cater to different demographic groups with varied content expectations. TikTok, on the other hand, is used to engage younger, entertainment-driven audiences with playful and dynamic storytelling.
Harlem Globetrotters Positioning Itself as a Legacy Brand in Modern Digital Spaces
According to Dawkins, the brand’s success on social media comes from a deep understanding of how audiences use each platform, what they come for, how they engage, and what kind of content resonates. Sometimes, the goal is clear and transactional, with direct calls to action. Other times, it’s about building brand affinity, participating in the creator economy, or simply fostering meaningful connections. By tailoring their approach to each platform’s strengths and user behaviors, the Globetrotters are able to meet audiences where they are and make every interaction count.
“For us, it’s not about which one is more important, the other, it’s about knowing our entire audience, knowing the entire landscape, and then, curating and cultivating content for each one of those platforms in a way that makes sense for that audience.”
The Harlem Globetrotters’ TikTok strategy is centered around blending tradition with digital innovation to entertain, educate, and engage fans. Their content consistently showcases signature basketball skills, featuring jaw-dropping trick shots, precise ball-handling, and high-energy performances that highlight their trademark fusion of athleticism and showmanship. They strengthen fan relationships by encouraging participation through user-submitted content, especially during “Friday Fan Trick Shot Videos,” creating a sense of community and interactivity.
In addition to live-action feats, the Globetrotters lean into their rich, 99-year legacy by posting videos that explore their historical impact and evolution in sports and culture. To broaden their reach and connect with younger audiences, they collaborate with influencers as their content remains fresh, relevant, and widely shareable. This strategy positions them as a legacy brand successfully thriving in the modern creator economy.
“If you think about how we impact different communities of people in their spheres of influence, it’s kind of like looking at a pond with a rock with the ripples,” said Nadja Bellan-White, M+C Saatchi North America’s CEO. “And what we’re doing is throwing a ripple into the pond, and it’s going to have a catalytic shift, an effect on everybody that interacts with the brand in a fresh and new and exciting way.”
How the Globetrotters Vet Potential Partners
The Harlem Globetrotters approach brand partnerships by combining their iconic legacy with a modern, purpose-driven perspective that is well-suited for today’s marketing environment. For some brands, the Globetrotters’ name instantly evokes recognition and excitement. These partners are eager to engage, already familiar with the team’s long-standing reputation for entertainment and positivity.
For other brands, there is an opportunity to reintroduce the brand and reshape outdated perceptions, a challenge the organization has embraced since its strategic shift under new leadership in 2022.
“Everybody wants to partner with the Harlem Globetrotters, but everybody may [not be right] for the brand. Right,” said Bellan-White. “We have to be even more discerning about who’s right for the brand and who’s aligned for the right reasons.”
