• by Tanya Gazdik , May 10, 2018

ESPN is launching a global brand campaign with the theme “Life Needs Sports."

The multiplatform campaign tipped off May 9 and is the first collaboration with Droga5, the agency tapped to handle integrated strategic and creative duties for the ESPN brand.

“Life Needs Sports” focuses on the powerful role sports play in fans’ lives. The campaign acknowledges that all fans are unique, with their own vernacular, sense of humor, styles and traditions. From the inspirational to the emotional, to the offbeat and beyond, the creative executions tap into universal sports truths and forge genuine connections with distinct fan groups, said Wanda Young, senior vice president marketing and consumer engagement. 

"We feel now is the right time to remind people just how integral a role sports plays in our lives,” Young says in a statement. “Only ESPN can have this authentic conversation with fans in real time across our platform. Throughout this campaign, we’ll champion the collective experience and emotion of sports.”

“Life Needs Sports” is more than a tagline, says David Droga, creative chairman and founder at Droga5, 

“It’s an articulation of ESPN’s unwavering belief and underscores the brand’s purpose,” Droga says. “This campaign connects with fans during their sports’ peak moments in a way that’s genuine and authentic.”  

“Life Needs Sports” will key in on culturally relevant moments across a variety of sports. In the coming weeks, ESPN will release creative executions tied to the NBA, MLB, WNBA and even the Scripps National Spelling Bee, among others. 

At launch, the marquee creative focuses on the NBA. “Smaller”  pays tribute to many of the NBA’s “small ball” players including Steph Curry, Chris Paul, Kyle Lowry and Terry Rozier, who have defied conventional NBA height standards and inspired an entire generation of young ballers to play the game differently. As “Smaller” articulates, sports reminds fans that “Life Measures Height, Sports Measures Heart.” 

To deliver this message, ESPN enlisted the rapper Skee-Lo to re-record his cult classic 1995 hit song “I Wish” with new lyrics. In the original, Skee-Lo laments that he’d like to be a little bit taller. In this version, Skee-Lo wishes he were a little bit smaller so he, too, could change the game. ESPN created a long-form version, which pays homage to the track’s original music video.

A Major League Baseball-themed execution, “True Love,” also debuted.

“True Love” taps into the relationships MLB players have with their bats and features a slew of players such as Dodger Yasiel Puig, Ranger Delino Deshields, Cubs Javier Baez, Royals Alex Gordon, Rockies Gerardo Parra, Rays Kevin Kermaier, Indians Head Coach Terry Francona, Cubs Wilson Contreras and Phillies Ryan Howard.

Additional creative will roll out in the coming weeks and months, including the WNBA focused “Bossy,” which shares a powerful message about unapologetic leadership.  

The campaign includes television, digital, social, audio, print, and outdoor executions. It will be activated in ESPN territories around the world, including Australia, Argentina, Brazil, the Caribbean, Central America, Colombia, India, South Africa and the United Kingdom.