The Philadelphia 76ers have revealed their new “Spirit of 76” campaign for the 2017-18 season, per USA Today’s Jeff Zillgitt. The campaign, which is part of the franchise’s ongoing rebranding strategy, will incorporate the rich history of Philadelphia and the Sixers, as well as the team’s potentially bright future.
“We experienced a big moment last January when the team won 10 games and the franchise and fan base were in a frenzy. We haven’t slowed down since,” Sixers chief sales and marketing officer Chris Heck said.
“The concept is to bring back the iconic history that resonates with a new Philadelphia. We think we capture that with this campaign.”
The campaign includes a promotional video starring Sixers greats (Wilt Chamberlain, Julius Erving, and Allen Iverson) along with current stars Joel Embiid, Ben Simmons, and Markelle Fultz. Seven Sixers home games will have a Spirit of 76 center court “bell” logo inspired by the 1976 bicentennial celebration, along with matching special “City Edition” uniforms.
The kids would say the court is fire.
We'd agree » https://t.co/lDkQaTG923 pic.twitter.com/mIBcHlHXAu
— Philadelphia 76ers (@sixers) September 20, 2017
The Sixers will also unveil three new statues to join those of Wilt Chamberlain, Hal Greer, and Billy Cunningham the team erected last year.
But while the Sixers are doing a decent job with their current rebranding campaign, winning more consistently on the court will ultimately be more impactful in turning the Sixers brand into a successful one.
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