Six Degrees brought experiences to life for NFL, BET and LeBron James

Brands seeking immersive connections to young, multicultural audiences have sought out Six Degrees Creative, a Black and millennial-led agency specializing in experiential and entertainment marketing. Its work has attracted big clients including Nike, Amazon, the NFL, Doja Cat, LeBron James, Lil Baby, Paramount Global and SpringHill, helping to more than double its revenue in 2023. See all of the 2024 Small Agency award winners here Six Degrees was founded in Atlanta in 2018 by Brian “BWrightous” Wright and Desmond Attmore and named after the importance of relationships. A strong connection to historically Black colleges and universities (HBCUs) has been a competitive advantage for the agency, tapping a new revenue stream and an audience for which the agency can create authentic connections. For the NFL, Six Degrees was behind the activation of its NFL Origins project, a Super Bowl week event that connects the league and its host city through the promotion of local streetwear brands. This year in Las Vegas, Six Degrees worked with three design brands selected by the NFL—Urban Necessities, Love Hand and Heart and Feature—to create pop-up environments that brought their merchandise to life. The event generated $300,000 in merchandise sales, with each designer growing their social media following by 30,000, according to the agency. Earned media from fashion and sports publications resulted in an estimated 2 million impressions. The BET network tapped Six Degrees to create the “House of BET,” a three-day experience that promoted the 2023 BET Awards and celebrated the 50th anniversary of hip-hop. Six Degrees provided a deep dive into BET’s history of culture-shifting content, including live-action reboots of BET legacy programs such as “Rap City” along with a BET Awards watch party. The event received more than 16,000 RSVPs and more than 1 billion media impressions. Six Degrees created a portable barbershop—offering free haircuts, cigar rolling stations and more—as a set to promote the HBO series “The Shop” on a tour of three cities and four HBCUs. “The Shop” is a production of Uninterrupted, an entertainment company created by LeBron James. The work is paying off: Six Degrees more than doubled its revenue from $7.3 million to $15 million in 2023 and is projecting $25.2 million in revenue in 2024. See all of the 2024 Small Agency award winners here

Six Degrees brought experiences to life for NFL, BET and LeBron James

Featured Stories