This Basketball Team Video Relives the City's History
Christopher Magsambol — October 1, 2015 — Marketing
To pump up the city for the upcoming NBA season, the Philadelphia 76ers have released an unconventional basketball team video. Rather than focusing on the current team and its young players, the team decided to reintroduce the entire city's rebellious roots and long history of NBA success.
The 90-second ad spot is a fast-paced montage that weaves together old basketball footage from previous teams, historical landmarks of the city and its crop of up-and-coming players. The video even features a number of die-hard fans who go as far as getting the team's logo tattooed on themselves.
In appealing to the past, the 76ers hope to distract fans from the recent struggles the basketball team had. The team continues its attempt to revolutionize its brand through a new court and updated jersey designs.
The 90-second ad spot is a fast-paced montage that weaves together old basketball footage from previous teams, historical landmarks of the city and its crop of up-and-coming players. The video even features a number of die-hard fans who go as far as getting the team's logo tattooed on themselves.
In appealing to the past, the 76ers hope to distract fans from the recent struggles the basketball team had. The team continues its attempt to revolutionize its brand through a new court and updated jersey designs.
Trend Themes
1. Sports Nostalgia Marketing - There is a trend in using nostalgia marketing in sports to re-introduce a team's assets and history to fans in fast-paced montages featuring old footage and branding the city with symbolic sports merchandise.
2. Fan Engagement Through Legacy - A trend in using marketing videos that reincorporate the teams' former glory days to pique nostalgia and re-engage the dormant fan base.
3. Rebranding Through Legacy - Using old footage of successful teams while introducing a modern team using historical landmark icons and updated designs to appeal to a new generation of consumers.
Industry Implications
1. Sports Marketing - A disrupted industry opportunity lies in capitalizing on nostalgic sports marketing to better engage fans and improve brand image.
2. Merchandising Industry - An industry opportunity lies in creating merchandise that emphasizes the history of the team to cater to the fans' emotional investment in the team's past successes and hardworking roots.
3. Video Production - An industry opportunity lies in creating montage videos that incorporate archive footage and modern-day branding to market nostalgic sports history to a global audience.
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