---
title: Phila Unite Custom Jordan 1's | 2nd Hashtag Sports Awards
description: The Hashtag Sports Awards recognize excellence in fan and consumer engagement across sports entertainment content, campaigns, and creators.
image: https://www.hashtagsports.com/hubfs/awards/shortlist-2020/phila%20unite%20jordans.jpeg
---

### 🎉 2020 Shortlist

##### Phila Unite Custom Jordan 1's

**Entrant: **Philadelphia 76ers

WINNER 🏆

- Best Use of Culture, Music, or Entertainment

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How does this represent “Excellence in Engagement”?

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:**

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, they 76ers created a one-of-kind, high-quality sneaker that were distributed to a limited number of their Circle of Stars influencers. Through the creation of this platform, the team was able to build hype leading into the 2019-2020 NBA playoffs, generate brand awareness, generate social content, and grow 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.

**Production**

Ubiq  
Garixon Lab  
Philadelphia 76ers

**Credits**

**[Chris Heck](https://www.linkedin.com/in/christopher-heck-4204a05/?originalSubdomain=uk)**  
President  
Philadelphia 76ers

**[Katie O'Reilly](https://www.linkedin.com/in/katie-o-reilly-79b9386/)**  
Chief Marketing Officer  
Philadelphia 76ers

**[Desron Dorset](https://www.linkedin.com/in/desron-dorset-7830959/)**  
VP, Business Development  
Philadelphia 76ers

**[Chris Unera](https://www.linkedin.com/in/chrisunera/)**  
Sr. Creative Strategist  
Philadelphia 76ers

**Kyle Riggle**  
Brand Director  
Ubiq

#### Join the Engagement + Creative Elite

The Open Call for Entries to the 6th Annual Hashtag Sports Awards closes on March 4, 2024. Submit content and campaigns across more than 70 categories.

 

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