Doug Remembers
The 7th Annual Awards
- Best Advertisement: 60 Sec and Under
ABOUT THIS ENTRY
For the launch of the Sacramento Kings' 2024-25 Classic Edition uniform, we aimed to evoke nostalgia by celebrating the unforgettable early-2000s Kings. Doug Christie and Mike Bibby, two iconic players from that period, helped bring the unveiling to life in a playful video that embraces the past. Set to the classic track "Welcome Back," the reveal shows Christie pulling the throwback uniform from a box in a garage, sparking memories and reuniting him with his teammate and friend, Mike Bibby. The lighthearted tone and familiar faces in the video take fans on a trip down memory lane, capturing the joy and excitement of that era while connecting it to the upcoming season. This reveal isn’t just about the uniform—it’s about celebrating the bond between the team, its players, and the fans.
How does this represent "Excellence in Engagement"?
This campaign sets a new benchmark for nostalgia-driven engagement in sports marketing. It demonstrates that heritage storytelling, when executed authentically, can be a powerful revenue driver while also reinforcing deep fan loyalty.
Additionally, it shows the impact of using former players in content that doesn’t just promote a product but creates a cultural moment—one that fans want to engage with and share. The integration of multiple touchpoints, from video to merchandise to in-arena activations, provides a blueprint for teams looking to maximize the lifecycle of a uniform launch beyond a single announcement.
With major national media outlets like ESPN, Yahoo Sports, and Uproxx covering the release, this campaign also highlights how earned media can amplify reach and legitimacy—an essential takeaway for teams aiming to drive organic engagement beyond their owned channels.
Objective
The objective of the project was to create a nostalgic and emotional connection with fans by celebrating the early-2000s Sacramento Kings era while unveiling the 2024-25 Classic Edition uniform. By featuring former players Doug Christie and Mike Bibby in a lighthearted, memory-driven video, the campaign aimed to generate excitement for the new uniform and upcoming season, and reinforce the bond between the team, its players, and its fanbase.
Strategy & Execution
Set in a garage—a familiar place for storing memorabilia—the video felt authentic and personal. Using "Welcome Back" as the soundtrack reinforced the theme of reunion and nostalgia. The production was designed to strike a chord with the fan base and build excitement for the returning jersey, maximizing engagement.
Featuring beloved former players in a relatable way helped bridge generations, making the reveal feel organic and emotionally resonant. Accompanying merchandise, behind-the-scenes content, and interactive in-arena elements extended fan engagement and fueled demand for the jersey.
Organizations
- Sacramento Kings
- Franklin Pictures
Links
Featured
- Features former Sacramento Kings players
- Doug Chrisitie and Mike Bibby as well as a cameo from Doug's wife Jackie.
Credits
Ryan Brijs
VP Brand Creative
Sacramento Kings
Alex Taylor
Copywriter
Sacramento Kings Freelance
Rusty Prevatt
Director
Franklin Pictures
Dave Prevatt
Director of Photography
Franklin Pictures
Celebrate in NYC
Join us for the 7th Annual Hashtag Sports Awards™ on the evening of June 24, 2025 as we celebrate finalists and reveal the winners of this year's awards live during the show.
