CITY EDITION JERSEY
76ers and Rocky Balboa
CAMPAIGN SUMMARY
The Philadelphia 76ers introduced their 2018-19 City Edition jersey, drawing inspiration from the iconic Rocky movie franchise. Inspired by Rocky Balboa's grit and determination, the design featured gray jerseys mirroring Stallone's training sweatsuit, 13 stars reminiscent of the team's logo, and patriotic stripes on the pants. The brand campaign immersed players in Rocky's world, recreating scenes at iconic locations and integrating Creed 2's launch.
This strategic fusion of '80s nostalgia and modern pop culture created a seamless connection between sports and entertainment, captivating fans. The Rocky-themed jersey transcended sportswear, becoming a cultural emblem of Philadelphia's resilience, garnering national press, robust social media engagement, and thriving merchandise sales.
Overview
Each year, NBA teams launch a City Edition jersey. The third jersey complements the traditional home and away jerseys and represents the stories, history, and heritage that make each franchise unique.
In 2018, the Philadelphia 76ers unveiled their latest City Edition jersey. A Rocky-inspired design seamlessly weaved together the city's sporting heritage with a touch of cinematic grandeur from the classic Rocky movie franchise. Our challenge was to bring the jersey to life and go beyond a traditional jersey reveal. We built a campaign that included the grit and Philly attitude from the original Rocky movie and incorporated the release of the latest movie in the Rocky Franchise - Creed 2.
The Culture
Rocky Balboa holds a special place in the hearts of Philadelphians. The character's statue sits outside the Philadelphia Art Museum and represents the city's grit, hard work, and hustle. Philadelphians represent a hard-working, tough, never-give-up attitude culture. The original Rocky movie perfectly portrayed this feeling, and our challenge was to capture it again with our brand campaign.
In Philadelphia, anything related to Rocky Balboa had to be authentic. We went back and researched the details of the original Rocky movie. The narrative behind the jersey's design draws inspiration from the cinematic legacy of Rocky Balboa, an emblematic figure of determination and resilience.
The jerseys were gray to match the sweatsuit Stallone wore in the training montage from the original film. The 13 stars circling the chest of the jersey referenced the 76ers' current logo, and they appeared on the ring's canvas in the climactic Creed-Balboa fight in Rocky. The red, white, and blue stripes on the pants' belt reference both the 76ers colors and the patriotic boxing trunks Apollo Creed and Rocky Balboa wore.
We incorporated several iconic locations into the campaign. Players relived the movie in the Meat Locker in the Northern Liberties, running down the Italian Market roads, eating meals in Victor's Cafe, and training in Front Street Gym. We recreated these famous scenes from Rocky to add content and continuity during the brand campaign. The feel of the 80s classic played out throughout the campaign.
We jumped at the opportunity to tie the 80s classic with modern pop culture with the launch of Creed 2 - the latest theatrical release in the Rocky franchise. A cross-promotion opportunity unveiled itself and became part of the campaign's strategy.
We integrated Creed 2's cast into promotional events and videos, and an in-arena appearance added a touch of Hollywood royalty to the campaign. This star-studded approach seamlessly connected the worlds of sports and entertainment, capturing the imagination of basketball enthusiasts and movie lovers.
The complete brand campaign exemplifies a strategic synergy between the worlds of sports and entertainment. Capitalizing on the momentum surrounding Creed 2, we orchestrated a comprehensive promotional strategy that elevated the jersey from mere sportswear to a cultural emblem.
The Results
The Rocky Inspired City Edition jersey was not merely a piece of athletic attire but an enduring symbol of Philadelphia's fortitude. The campaign's integration of sports and entertainment cultivated a legacy that extends well beyond the basketball court, resonating with fans profoundly.
We received national press pick-up, unparalleled social media engagement, and strong merchandise sales. The campaign was a testament to how culture drives a brand and business.
