ESPN has unveiled a comprehensive new campaign to promote its previously announced streaming service and app bundle that launches tomorrow (Aug. 21st). 

The multifaceted campaign—coordinated on the media side by Publicis—features actor/pro wrestler John Cena-fronted ads and collaborations with Complex, Lyft, Samsung among others.  

The spots feature Cena as an energetic coach enlightening fans on the new ESPN direct-to-consumer features and what fans need to know about the Disney+, Hulu, ESPN Bundle. Cena is accompanied by ESPN’s first-ever mascot, App-E along with Disney animated characters Stitch and Stewie Griffin serving as Disney+ and Hulu “team captains.” 

The campaign also includes a New York City subway wrap. In a play on the “E” in ESPN, the city’s E Train will be wrapped inside-out with ESPN branding beginning tomorrow. At the city’s Spring Street station platform, fans will hear special announcements from ESPN personality Stephen A. Smith. The out-of-home portion of the campaign is being executed in partnership with Outfront Media. 

The sports network is also collaborating with youth culture media platform Complex on the opening of its SoHo flagship store in New York. The multi-week pop-up will feature a college football and US Open watch party on Aug. 30, among other events.  

The Lyft collab will feature ESPN App-branded wrapped Cadillac SUVs through high-traffic areas across sporting events in New York and Los Angeles. Lyft riders will also see ESPN branding integrated into the in-app map. 

Samsung will promote the network’s new app across devices including smart TVs and phones. 

There’s also an out-of-home component featuring takeovers of commuter hubs and “cultural touchpoints” in New York and Los Angeles. And there will be an activation at the upcoming US Open Tennis Tournament.  

ESPN subscribers will have a chance to win a custom limited-edition action figure of longtime ESPN College Gameday host Lee Corso who is retiring after his broadcast on Aug. 30. The 90-year-old Corso has been with the show for 38 years.  

A slew of social activations is also planned with talent and influencers who will promote the new offering and show fans how to use it.  

The bundle is priced at $29.99 per month, said to be a record for a streaming service.