The days of focusing ONLY on sports stats, highlights, and box scores are dead.

Because for today’s young fans, it’s the culture around the game that motivates them to engage with it.  Now, you need to know the off-the-court drama, beefs, kicks, tweets, political issues, and more, to prove your fandom and appreciate what’s happening on the field of play.

With this tectonic shift in the sports media landscape, we had to cement Bleacher Report as the leading source for what these young fans were looking for.  The result was their first ever national campaign: “Up Your Game,” a bold statement declaring not just a new sports platform, but the future of sports culture reporting.

Along with a complete rebrand, updated site and new mobile app, the B/R launch was an introduction to this new Bleacher Report world. 

20% Incease in Monthly App Installs
40M Total Visits (Single Day Record)
200K New Active Monthly Users

Clio Sports - Silver in Integrated Campaign
Clio Sports - Bronze in Film
Effie - Silver in Entertainment & Sports
#1 on Creativity-Online’s Top 20

Adweek: Allen Iverson Pitches Bleacher Report as Sports Culture, Not Just Scores in First National Spot

The Drum: Bleacher Report Challenges Sports Fans to ‘Up Your Game’


Case Study:

A few of the sports culture moments that we re-created:

Here is Allen Iverson saying what I had written was as if “someone in his damn head” (aka better than any award ever):