Mountain West
Helping a non-power conference stake its claim in a rapidly evolving sports landscape.
THE CHALLENGE
College sports are at a crossroads.
Conference realignment, NIL, the transfer portal and disruption in the media landscape have dramatically reshaped the collegiate world in recent years. As a non-power conference, the Mountain West needed to define its place in this shifting arena. Showing its schools, student-athletes and media partners that the MW was a viable player in today’s environment.
THE INSIGHT
The MW is a star-making machine.
Many of today’s biggest stars in our biggest sports got their start in the MW. As a conference that prides itself on focusing on developing student-athletes the right way, it has a proven record of generating some of the biggest names in our biggest sports. And when those stars form in unexpected places, it makes for pretty compelling entertainment.
THE IDEA
Stars form under pressure.
The resulting brand platform and messaging strategy helped the MW stake its claim as a one-of-a-kind entertainment property where the ideals of college sports were still intact, leading to true star-making moments that can’t be missed. The work was encapsulated with a :30 TV spot that aired nationwide during every MW sporting event.
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