Atlanta Hawks Jeezy City Edition Campaign

Hawks Studios

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The 7th Annual Awards

Nominee ✨

• Best Use of Culture, Music or Entertainment

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ABOUT THIS ENTRY

The Atlanta Hawks Jeezy City Edition Campaign brought together two Atlanta icons to celebrate the culture that defines our city. To launch our new Peachtree City Edition jerseys, we partnered with legendary hip-hop artist Jeezy to create a cinematic music video that captured the unmistakable energy, pride, and authenticity of Atlanta.
More than a jersey reveal, the project was a cultural moment—blending basketball, music, and community into one powerful visual story. Jeezy’s legacy as a defining voice in Atlanta hip-hop gave the campaign credibility and emotional resonance, while the Peachtree uniform served as a bold symbol of the city’s roots and evolution.
Using colorful and quirky peach imagery and driven by Jeezy’s commanding presence, the video celebrated the hustle, creativity, and style that shape both the Hawks and the city we represent. This campaign didn’t just launch a uniform—it honored Atlanta’s culture on its biggest stage.

How does this represent "Excellence in Engagement"?

The campaign achieved effective engagement by creating a cultural moment that had fans locked in and ready to rally behind the Atlanta Hawks. By partnering with Jeezy and authentically reflecting the city’s vibe, the Peachtree City Edition launch felt bigger than a jersey drop—it felt like a movement. Fans showed up energized, arrived early on debut night, and proudly wore the new uniforms in volume. The in-arena atmosphere was elevated and hype, translating digital buzz into real-world excitement.

Objective

The unique objective behind this work was to elevate and differentiate the in-arena experience in a crowded sports and entertainment landscape. We set out to create more than a jersey launch—we wanted a cultural moment that would make State Farm Arena feel distinct, electric, and ready to do battle.

Strategy & Execution

This campaign was built for the modern sports fan by tapping into contemporary culture beyond the game. Today’s fans follow music, fashion, and cultural moments as closely as they follow their teams. By partnering with Jeezy—an iconic and culturally relevant Atlanta artist—we connected the Peachtree City Edition launch directly to the city’s hip-hop influence and creative identity.

Organizations

• Hawks Studios

Credits

Jaz Breathett
Editor / Producer
Hawks Studios

Kevin Anggara
Producer
Hawks Studios

Connor Basch
Producer
Hawks Studios

Ari Allen
Producer
Hawks Studios

Nick Spoljaric
Associate Producer
Hawks Studios

Matt Bunting
Senior Vice President & Executive Director
Hawks Studios

Maria Williams
Specialist
Hawks Studios

Jordan McMonagle
Cinematographer
Shudder Studios

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