Carter’s & Atlanta Dream Launch First-of-Its-Kind Partnership to Redefine Family Fandom in Atlanta
Monday, June 29th, 2026
Carter's, Inc. (NYSE: CRI) and the Atlanta Dream today announced a first-of-its-kind, multi-season partnership designed to celebrate modern families, hometown pride and the growing cultural impact of women's basketball. Through the 2026 and 2027 WNBA seasons, the partnership will create immersive experiences rooted in childhood, sport and community — redefining what it means to be a fan from the very first moments.
As two Atlanta-rooted organizations, Carter's and the Dream are joining forces to create meaningful moments for families both inside and outside the arena. The partnership will include in-arena experiences, co-branded community activations, exclusive family-focused content, retail integrations and storytelling designed to strengthen emotional connection with Atlanta families.
The collaboration comes at a time of unprecedented momentum for women's sports and reflects Carter's broader effort to deepen its presence in Atlanta while connecting with modern parents through culture, community and shared experiences.
"As Carter's continues to strengthen our role as an Atlanta-based company, this partnership with the Atlanta Dream represents an opportunity to show up for families in a completely new way," said Sarah Crockett, Chief Marketing Officer at Carter's, Inc. "Sports create lasting memories for families — from a child's first game to their first jersey — and together with the Dream, we're building experiences that celebrate those moments while reinforcing the power of hometown pride, connection and community."
Throughout the season, Carter's branding and activations will appear across Atlanta Dream home games through courtside signage, digital media integrations and family-focused in-game experiences including the Carter's Simba Cam, Baby Crawl Races and additional family first entertainment moments. Carter's will also host special retail events and celebrations at its Camp Creek, Alpharetta and Buckhead Landing retail locations to extend the experience beyond the arena and into the community.
A centerpiece of the partnership will be the "Carter's Family Takeover" during the Dream's Fourth of July Family Celebration Game, transforming game day into an immersive family experience complete with co-branded giveaways, face painting, youth activities and high-visibility arena integrations designed specifically for Atlanta families.
The partnership will also feature a bespoke long-form content series spotlighting Atlanta Dream players, their families and their personal connections to Atlanta and community. The series, currently titled "Home Grown: The Roots of the Dream, presented by Carter's," will live across Dream and Carter's digital and social platforms, bringing audiences behind the scenes through authentic storytelling centered on family, childhood and hometown pride.
"We are excited to partner with Carter's, another iconic Atlanta brand, to create experiences that celebrate our city, our fans and the families who support us," said Morgan Shaw Parker, President and COO of the Atlanta Dream. "Together, we're building memorable moments that connect generations of fans and make the game more accessible, welcoming and joyful for Atlanta families."
The partnership reinforces Carter's continued investment in community-driven storytelling and culturally relevant experiences that meet families where they are — from retail to sports to digital culture — while further positioning the Atlanta Dream at the center of Atlanta's evolving sports and entertainment landscape.
