76ers Phila Unite
Philadelphia 76ers launched its "Phila Unite" marketing campaign for its second year. The team needed to generate brand awareness in a unique way that engaged fans.
By working with Garrixon, the Philadelphia 76ers created a one-of-a-kind, high-quality sneaker that was distributed to a limited number of their Circle of Stars influencers.
The team built momentum leading into the 2019-2020 NBA playoffs through this collaboration with NBA all-star Ben Simmons. Simmons drove the design of the shoe and introduced the sneakers to the public by teasing the design on social media. Simmons engaged with influencers on social media and wore the shoes for the final game of the regular season.
The campaign was met with resounding success. As the circle of star influencers began receiving their pairs, a world-wide conversation began with more than 175 million followers across Facebook, Instagram, Twitter and Weibo. Fans and sneakerheads proclaimed their desire for these exclusive sneakers. 76ers social platforms generated more than six million impressions and 300,000 engagements, organically. More than 53,000 consumers entered in a sweepstakes to win the shoes. These entrants were added to the 76ers database making it the largest net new generated from a single activation.
Garrixon and the Philadelphia 76ers Phila Unite custom Jordan 1 won the Hashtag Sports Award for Best Use of Culture, Music, or Entertainment.