Atlanta Hawks and Lime-A Rita Partner to Launch Exclusive Fashion Collection

Lime-A-Rita and the National Basketball Association (NBA) have partnered to feature unique in-arena experiences for fans and an exclusive fashion collaboration with the Atlanta Hawks. The brand has teamed up with NBA celebrity stylist and designer Megan Ann Wilson to produce the “shegotgame™” collection, a female athleisure clothing line inspired by the Atlanta Hawks and Lime-A-Rita’s portfolio of bold flavors, and will include leggings, bodysuits, bomber jackets and sports bras.

“The Atlanta Hawks are excited to partner with Lime-A-Rita in introducing the “shegotgame™” collection.  We think it aligns perfectly with how we approach creating unique game experiences and touch points that are reflective of our fans,” said Pete Thuresson, senior vice president of corporate partnerships for the Atlanta Hawks and Philips Arena. “Collaborations like ‘THIS IS MY JAM’ help us to provide more customized and authentic audience engagement that extends from game night to well outside of the arena.”

Selena Kalvaria, senior brand manager for Lime-A-Rita talked to DIVERGE about the story behind this collaboration:

Where did the idea of this collaboration come up?

We wanted to connect with women in a uniquely Lime-A-Rita way through the ‘THIS IS MY JAM’ platform, which leverages female passion points including fashion and sports. Our NBA-inspired athleisure clothing is the brand’s first step at speaking to the female sports fan in a new and different way.

Why is this unique?

Lime-A-Rita’s partnership with the Atlanta Hawks is the first initiative of the brand’s THIS IS MY JAM platform and the first time the brand has partnered with an NBA team to bring fans experiences in-stadium and through the shegotgame™ fashion collaboration.

Can you tell me more about #ThisIsMyJam and #SheGotGame? 

The shegotgame™ collection is part of the debut of ‘THIS IS MY JAM’ – Lime-A-Rita’s new multi-media activation designed to engage female NBA fans by celebrating their passion for sports and fashion. The collection was designed by NBA celebrity stylist and designer Megan Ann Wilson and the first pieces were unveiled at the Hawks’ home game against the New Orleans Pelicans on Tuesday, Nov. 22. The collection is inspired by the Atlanta Hawks and Lime-A-Rita’s portfolio of bold flavors, and includes leggings, bodysuits, bomber jackets and sports bras.

What kind of feedback/response have you gotten from this? What do you hope to see? 

Hawks fans have been excited about the initial launch of the collection and we’re looking forward to seeing their response when the rest of the collection is available at Philips Arena.

How important is diversity in this campaign?

‘THIS IS MY JAM’ is aimed at creating meaningful connections between women of all ethnicities, shapes and sizes, and their favorite home team through giveaways and one-of-a-kind experiences in the Philips arena that will encourage fans to interact with Lime-A-Rita, and each other.

How many pop-up shops do you have scheduled?

There is one pop-up shop in the Atlanta Hawks concourse where merchandise will be sold.

Where else can fans by these clothes?

Fans will be able to purchase pieces from the collection beginning November 22 at the Phillips Arena in a pop-up shop on the concourse and at select home games throughout the season.