Record label

Hawks shines the spotlight on legendary Atlanta label with “So So Def Night Presented by Adidas” on Sunday, November 14


ATLANTA – Continuing the multi-year partnership between the Hawks and global sports and lifestyle brand adidas, the two companies have teamed up for the recent launch of the Trae Young 1 colorway “So So Def”, a tribute to the iconic Atlanta. a record company. To celebrate the release of the shoe and the history of the label, So So Def founder and prolific producer Jermaine Dupri will make a special appearance at the Hawks game on Sunday, November 14. Entertainment in the arena will also feature performances of classic songs from the hitmakers of the Jagged Edge and Bonecrusher label. The match presented by adidas on Sunday November 14, kick off at 6 p.m.

“I loved every minute of helping Atlanta on the global music map with So So Def for over 25 years,” said Jermaine Dupri, founder of the legendary label. “It’s great that the Hawks understand how important this story is and that Trae Young and adidas are taking the So So Def brand to a whole new level with these Trae Young 1.”

GRAMMY® award-winning producer, songwriter, recording artist and TV star, Dupri will be making a limited dedication of the Trae Young 1 “So So Def” shoes purchased at the arena’s Hawks Shop. Dupri, who grew up in Atlanta, founded So So Def Recordings in 1993 and has enjoyed nearly three decades of success after working with many famous artists on his own label including Da Brat, Bow Wow and Xscape, as well. than other global music icons. like Mariah Carey and Usher.

The R&B quartet Jagged Edge is known not only for their fluid ballads, but also for their dancefloor anthems such as “Where The Party At?” while on the So So Def. Gravel-voiced rapper Bonecrusher’s “Never Scared” is a fiery Atlanta standard. Fans will be treated to live performances of both acts, as well as nods to the many hits the label has produced over the years.

As part of the recent launch of the Trae Young 1, adidas and the Hawks also invited over 30 influencers from sneaker culture to the game for a private event at State Farm Arena. TikTok stars Mr. Hotspot, Toosie and many more are expected to attend. That evening, fans are invited to participate in a special 360-degree adidas-branded revolving photo booth experience in the arena lobby to create home videos to share on social media.

In 2018, the So So Def 25th Anniversary Show officially opened the award-winning State Farm Arena to a sold-out crowd for the first concert in the hall after the completion of the second largest arena transformation in history. of the NBA. Led by Jermaine Dupri, who has been an iconic presence in the music industry for 30 years, this one-night event celebrated the breadth of the chart-topping artists of So So Def over the course of more than a quarter. century of success.

There are a limited number of tickets left for Sunday’s game presented by adidas and can be obtained at Hawks.com.