ESPN Continues to Champion Sports Women in Latest 'That's a W' Campaign

There is no doubt that women’s sports are on the rise, from both a participation and fan perspective. So much of this is owed to brands like espnW, the preeminent voice in women's sports that empowers and inspires females all around the world.

For the last three years, Arts & Letters has had the privilege of working with espnW to develop their brand platform 'That’s a W' - the first brand campaign in espnW’s 14-year history. 

The latest work tells the story of ‘Our Way’ via something that’s more than an anthem, but a passion-fuelled invitation to grow the W community with the unique, personalised, socially-magnetic style of the modern greats. The campaign will be running on ESPN, ABC, Hulu, other Disney owned channels, and espnW social channels.

As you’ll hear in the VO in the film:

“Our Way has never been just one way.

Icons, mothers, teammates.

First-timers and never-missed-a-gamers.

We’re the firsts, until we’re the legacies.

The dreamers, until the dream gets done.”

This sums up so much of what the espnW ethos is about and we are excited to help give women and sport a continued voice in the world.

“Our latest work for espnW is especially meaningful,” said Molly Jamison, executive creative director at Arts & Letters. “As we continue this campaign, it’s only getting stronger and more reflective of culture today. We’ve talked about this a lot, but the women’s sports world marches to its own drum. Our history of not waiting for permission or even for a proper field to play on has evolved into the creative, inimitable, and resilient spirit that fuels today’s fans and athletes. We are excited to launch this work and celebrate things “our way”.”

As you may be aware, espnW held its annual espnW Women in Sports Summit in Ojai, California October 23-25th, at which we were proud to unveil the film in front of the live audience. The summit embodies the spirit of espnW and its mission to inspire women and girls through the power of sport.

With the increasing investment and appreciation for women’s sports, this platform has been a rewarding way to showcase the brand as storytelling, partners and community leaders with whom any and all can relate. The 'That’s a W.' platform has also aided the espnW brand’s favouritism among female fans - increasing brand affinity for espnW among core audiences by 63%, which in turn drove over 80% increases in brand affinity for ESPN as a whole and perception that ESPN cares about female sports fans. For this, we are incredibly proud to partner with espnW and to launch the next chapter of the platform.