• by Richard Whitman , Columnist, September 3, 2021

ESPN sports streaming platform ESPN+ is out with a new ad campaign inviting sports fans everywhere to “Join the Evolution.”

The main point: As sports are evolving, so is the granddaddy of networks that delivers all things sports to fans.

Seth Ader, vice president, brand marketing, ESPN, said: “ESPN+ represents the latest evolution” in connecting sports fans to the content they want. “Using imagery that highlights the evolution of sports and fandom, this campaign shows how ESPN+ is meeting fans where they are going — in this case, the forefront of the sports streaming experience."

ESPN worked with Austin-based creative agency Preacher on the new campaign that chronicles the evolution of sports viewership from the fans’ perspective. The creative uses a mix of archival and modern footage to show how, in addition to its live sports rights, ESPN+’s exclusive features and original content continue to bring the world of sports straight to the fans in real-time.

To punch up the effort, ESPN and Preacher enlisted up-and-coming rapper De’Wayne to record an updated version of Daft Punk’s 2001 hit, “Harder, Better, Faster, Stronger” to serve as the campaign’s anthem.

De’Wayne’s rock instrumentation, mixed with lively hip-hop beats and punk-tinged vocals, is designed to deliver a fresh take on the electronic original, whose lyrics remind fans that nothing stands still — just like in the world of sports.

Ads will run nationally across paid and owned linear, digital and audio.

ESPN+ reports 14.9 million subscribers as of July 3. It recently added agreements with NHL, La Liga and the PGA Tour to a lineup that also includes UFC, MLB, soccer, college football, basketball and other sports from 20 conferences. 

The streaming service also offers original content, such as the upcoming "Man In The Arena"(featuring Tom Brady), the expansion of "Peyton’s Places," a second season of "More Than An Athlete," "The Return of The Ultimate Fighter," the acclaimed series "Detail" and more.