Atlanta Hawks Blog

A blog about Atlanta’s NBA franchise, from The Atlanta Journal-Constitution

Hawks' new-look socks unveiled as NBA announces deal with Stance

The NBA and the Hawks unveiled the team’s new socks in announcing a multiyear partnership with Stance as the league provider on Wednesday.

The Hawks will wear uniforms with a new color scheme and font this season. The team was ahead of the process in having a hand in its sock design.

“The difference (from all other NBA teams) is we designed our socks and we designed our socks as we designed our uniforms,” Hawks Senior Vice President of Marketing and Chief Creative Officer Peter Sorckoff told The Atlanta Journal-Constitution earlier this month. “The rest of the league is essentially dealing with they had a pre-existing uniform and they are trying to design a sock that matches up to it. It’s not a terrible thing. But it made me proud that we had, in terms of being an innovator and helping change something, we led the charge.”

The socks feature the logs of the NBA, the Hawks and Stance. The Stance logo will appear on all on-court designs, which is a first for the league.

According to the league, the socks feature an innovative Triniti Technology, which combines anatomical cushioning, targeted compression and superior moisture wicking.

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About the Author

Chris Vivlamore has been a reporter and editor at The Atlanta Journal-Constitution since 2003.