As the Philadelphia 76ers transition into year two of their “Phila Unite” playoff marketing campaign, the brand story was invigorated with a unique influencer marketing campaign. Leaning into the subculture of sneakerheads, the 76ers created a one-of-kind, high-quality sneaker that was distributed to a limited number of their Circle of Stars influencers.
The "Phila Unite" Custom Jordan 1's showcased the true power of the Circle of Stars Influencers. The 76ers were able to harness the energy surrounding the influencer campaign and direct it towards the relaunch of the playoff campaign.
Additionally, the highly coveted retail item shed some insight on potential retail avenues that the 76ers could explore in the future.
Objective: Through the creation of Phila Unite platform, the team was able to build hype leading into the 2019-2020 NBA playoffs, with the goal of generating brand awareness, generating viral social content, and growing the team’s database.
Strategy & Execution: To bring this initiative to life, the 76ers collaborated with two-time NBA all-star Ben Simmons. Not only was Simmons a key driver in the design of the shoe, but he also introduced the sneakers to the public by teasing the design on social media, engaging with the circle of the star influencers, and wearing the sneakers for the final game of the regular season.
Within four days, the group of influencers received their custom shoes and took to multiple social media platforms to create a world-wide conversation to their 175 million followers across Facebook, Instagram, Twitter, and Weibo.
Through this coordinated release, fans and enthusiasts proclaimed their desire for these exclusive sneakers. Seizing the groundswell of desire for the sneakers, two separate enter-to-win contests were held domestically and in China to increase entrants into the 76ers Database.
Results: The Phila Unite Jordan 1’s campaign was met with resounding success. Across 76ers social platforms alone, posts generated 6M impressions and 300K engagements. This was just a fraction of exposure leveraged from the network of Circle of Stars Influencers and their organic posts. Their engagement led to a great demand for the sneakers, which was utilized in an enter-to-win sweepstakes. This enter-to-win generated more than 53K new entries to the database. This was the largest net new generated from a single activation.