A grossly lopsided second half has helped South East Melbourne transform what loomed as a tight tussle into a record-breaking 111-72 annihilation of hapless Illawarra at John Cain Arena.
The Hawks, buoyant after Monday's drought-breaking win over Melbourne United, were well and truly in the hunt against the Phoenix on Thursday night when they levelled the scores at 50-all late in the second quarter.
But from that moment, their season from hell took a horrific turn.
The Phoenix rifled the last eight points of the second period and the first 11 of the third, conjuring a 19-0 burst which blew the contest apart.
The home side extended that run to an improbable 31-3, monstering the Hawks 29-9 in the third quarter and 24-13 in the fourth to post the highest score in franchise history.
Ryan Broekhoff (21 points) and Mitch Creek (19) piloted the charge for the Phoenix, who were clinical on offence all evening and impenetrable defensively after halftime.
Michael Frazier II (20 points) was the only player to impress for the clawless Hawks, who collapsed from a position of parity.
Illawarra found American guard Gary Browne's three-point prowess (5-of-6) tough to cover but they were efficient enough at the other end to limit SEM's quartertime lead to 28-27.
Broekhoff extended Phoenix's advantage to 10 points midway through the second period before the Hawks, thanks chiefly to imports Frazier and Tyler Harvey, got on a roll and drew level.
Junior Madut's three-pointer on the halftime buzzer deflated the Hawks, who never looked remotely in the contest again.
The 39-point margin surpassed Phoenix's previous best win by 34 points, also over Illawarra, in Round 8.
