U-G-L-Y: Hawks ain’t got no alibi

Forget snow, flooding, tornadoes, and criminals, Atlanta just created a new public enemy number one: the Hawks’ new uniforms.  Atlanta’s temporary favorite (until they go back to failing, mediocrity, and losing the support of an entire state) sports franchise recently received new uniforms and the new look certainly captures the essence of modern Hawks basketball: “We may not be the best or most talented but we do try really, really hard.”

From heavy neon color use to the flaming basketball logo on the shorts, the unique design screams “flash in the pan.”  Frankly, it just leaves me wondering why. The Hawks took their “Pac-Man” logo and promoted it to their primary brand symbol, something everyone across the country will see and associate with the Hawks.  Instead, they gave it a sickly, pale look one can associate with images of radiation poisoning.  

The red uniforms stand as an alternate, as evidenced by the money saved through cutting out the “anta” part of Atlanta and changing the first “A” to a camel kneeling with his head spun 180 degrees backwards looking at his tail (and yes, he does have a tail).  The white uniforms prove tolerable, but the neon remains a step too far in the direction of attention-grabbing.  If the team replaced the neon with a normal yellow or even a green, it would certainly be a step in the right direction.  The black uniform, primarily for road use, looks like a piece of charred wood.  Still, the uniforms received adequate reviews.  David Roubles, a North Cobb junior, said “they’re all right,” a perfectly common answer from most students I asked.

From a marketing perspective, however, the uniforms do appeal to a younger generation, possibly in an effort to build a loyal local fan base in coming years. However, the bread winners of 2015 are interested in seeing a winner long before flashy and way over the top fashion flares. Although the old uniforms exhibited simplicity, they will not drop ratings because viewers turned off their televisions just to escape. And can someone please explain the purpose of the triangles?