Our brand design for the Philadelphia 76ers was the first to embrace hip-hop culture and to leverage a youthful, urban audience for the NBA. The unique and ground breaking designs (featuring lots of black with gold and red trim) synced perfectly with star player, Allen Iverson, and created a true sports/cultural revolution. Soon celebrities such as rapper/actor Will Smith were seen wearing and embracing the new Sixers brand and the connection between rap/hip-hop and the NBA has flourished ever since.