It’s never just been the game. Basketball and it’s players have been shaping culture in the United States and across the globe for decades. The 76ers are out to celebrate that influence and give culture formed on the hardwood a platform.

76ers Crossover, the lifestyle series presented by the Philadelphia 76ers, launched in the fall of 2019 with an art show. Talented Sixers fans from around the world submitted their work to be on exhibit for one week in November and auctioned off in the team’s app to benefit the Sixers Youth Foundation.

Messaging was designed to attract local sports and art fans to the activation during its run at the Fitler Club in Center City, Philadelphia, in addition to growing global fans to the team’s app users they could place their bid on original pieces paying homage to legends like Dr J, Allen Iverson, and Ben Simmons.

Development of the 76ers app’s first custom tool, in partnership with provider YinzCam, brought brand activation into the app for the first time — a shift that was integral in keeping partnership lucrative during the second half of the season as COVID left the team with fan-less games. In all, the campaign raised over $50,000 for the SYF and launched a sub-brand for the team that is now driving lifestyle content and activations around fashion, music, and food.