"Are we there yet?

In 2007, ESPN launched the YOUR NBA DESTINATION campaign, aimed at establishing the network as the go-to spot for basketball fans. The campaign featured TV spots, interactive Google Earth experiences, and an RV tour that stopped at over 30 NBA games each season, allowing fans to engage with NBA stars and ESPN talent both online and on the road. Over eight seasons, the campaign produced more than 40 commercials, visited nearly 150 arenas, and featured over 35 NBA legends, solidifying ESPN's presence in the basketball community.

"It's Not Crazy, It's Sports"

ESPN’s IT’S NOT CRAZY, IT’S SPORTS campaign celebrated the deep passion and obsessive dedication of sports fans, highlighting how what might seem "crazy" to outsiders—like superstitions, rituals, or extreme fandom—makes perfect sense to those who love the game. The campaign showcased how sports evoke intense emotions, create lifelong memories, and foster community, reflecting ESPN’s shared passion for the unique idiosyncrasies that are the social currency of sports fans.

"In the Group of Death, there are no easy games—just survival of the fittest."

THE GROUP OF DEATH is a fictional, football-inspired heavy metal band created for a one-night-only concert supporting the World Cup Draw on ESPN. Named after the term for the toughest group in the FIFA World Cup, this low-budget, minimally branded initiative aimed to earn ESPN respect among the influential audience at NYC's famous soccer bar, Nevada Smith's, while also building anticipation for ESPN’s upcoming World Cup coverage.