WNBA Make Way

The WNBA went through a complete branding rehaul. They came to us to create a content series for reaching their new target: LGBT, multicultural millennial women, with the goal of filling seats.

The issue? The target had a 7% interest in the sport.

Digging deeper, we learned this group sees activism as a lifestyle. They favor the bold and the fight. Their consumer behavior is based on improving, supporting, and advocating. They view their success less in terms of ‘despite’ their differences, but ‘because.’

We also knew the WNBA experienced obstacles that were familiar to our target’s: pay equity, misogyny and representation.

In other words: WNBA fandom is activism.

Through active, exciting music and visuals with shots of WNBA favorites in casual clothing, we created a content series focused on #MakeWay, which made players relatable and galvanized fans to see WNBA fandom was another fight worth fighting for.