PHOTO: 76ers unveil new 'PHILA' jerseys

As they begin to make their way out of a painful multiyear rebuild, the Philadelphia 76ers have also been looking to re-brand.

They've changed the team's slogan from "Together We Build" to "This Starts Now" to turn the focus forward; unveiled new logos with a nod to their history in May; and tried, quite literally, to get the city back on board with new uniforms, which debuted Thursday.

With Allen Iverson on hand - Larry Brown may yet get his wish - the Sixers displayed three new uniforms, two of which have "PHILA" across the chest. The team's unveil said the choice aimed to define the team "by the name across our chests and the fans who have our backs."

Along with the text, the 76ers have highlighted the stars-and-stripes siding and the "PHILA TOUGH" patch on the hem of each jersey.

(Photo Courtesy: 76ers.com)

The PHILA may seem odd at first blush, but it's tough to argue with how clean a look these new uniforms are, especially compared to another recent reveal in the league. These are really, really nice.

The team has been pushing a #MadeInPHILA hashtag, potentially a new marketing campaign to go hand in hand with "This Starts Now." It's unfortunate that the NBA doesn't adorn draft picks in a new jersey. Otherwise, the new look would have a second high-profile showing at next Thursday's draft, in which Philadelphia has the No. 3 pick.