ATLANTA — In April 2014, the Atlanta Hawks announced the hiring of longtime TV executive Steve Koonin as the team’s new CEO. The move signified a definitive shift in the organization’s business model, one that buoyed the franchise through a tumultuous, yet historic 14-month stretch and set the wheels in motion towards one of the NBA’s most dramatic offseason renovation projects.Koonin arrived at Philips Arena with a plan. The man who helped coin cable TV staple slogans listed out six focus areas the team needed to address — and near the top of that list was, in his view, a much-needed reinvention of the Hawks’ identity. Atlanta’s chief creative officer senior vice president of marketing, Peter Sorkoff, spearheaded the effort.Sorkoff and his staff began mining for ideas. The Hawks employed MotiveQuest, a data-insight company out of Chicago to serve as a type of wide-scale digital focus group. In late August 2014, Sorkoff called Oregon’s assistant athletic director Craig Pintens to quiz him on college football’s preeminent fashion-forward program. How do you go about the process? Why is this uniform free-for-all working for millennials? How is Nike, the program‘s manufacturer, involved? To help facilitate the aggressive undertaking, which typically unfolds over… Read full this story
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