Connect with us

Net Influencer

Innovating The Game How ESPN's New All-Female Creator Network Is Making History With Adidas (1)


400M Views & Counting: Why ESPN’s Bet on an All-Female Creator Network Is Paying Off Big 

ESPN unveils its second Creator Network class, making waves as the first major media entity to form an all-female creator network. This groundbreaking 2024 roster features 12 digital content creators spanning sports, culture, and lifestyle genres.

The network partners with iconic brand Adidas as the inaugural sponsor. This multi-platform deal grants creators exclusive access, product collaborations, and unique marketing opportunities with the renowned sports apparel brand.

Innovating The Game: How ESPN’s New All-Female Creator Network Is Making History With Adidas

“We are thrilled to partner with ESPN for the first all-female creator class,” said Kelly Olmstead, VP of Media at adidas. “This powerful move aligns with our commitment to inspiring women in sport and culture.”

The program expands ESPN’s innovative strategy for engaging younger audiences by collaborating with digital creators. Following a successful 2022 debut, that initial class generated over 400 million cross-platform views, drastically increasing ESPN’s social reach.

“The scale, influence and creativity this new class showcases is incredible,” said Laura Gentile, SVP of Commercial Marketing at ESPN. “We look forward to elevating their voices and creating new opportunities alongside adidas.”

The diverse roster bridges sports analysis, athleisure, fitness content and unapologetic female fandom. Creators include influencers like Jenn Stucker, Natalie Wynn, Hillary Klum, Eryka Strepkowski and Shawna Tindal.

As part of the program, ESPN provides resources to produce enhanced original content leveraging the company’s production capabilities, talent and footage libraries. Both ESPN and Adidas unlock strategic marketing and distribution across their media ecosystems.

“Part of our commitment to audience expansion is ensuring we develop and elevate diverse voices,” said Kaitee Daley, ESPN’s SVP of Social Media and ESPN NEXT. “We’re excited to welcome these talented women as we engage the passionate communities they’ve built.”

Creators attend marquee ESPN events like the Women’s Final Four, NFL Draft and NBA Finals to capture authentic, behind-the-scenes content. The program curriculum covers the transformation of sports media, emerging technologies and growth strategies.

This announcement builds on The Walt Disney Company’s larger priority to lead the creator economy through initiatives across Disney Branded Television, Disney+, National Geographic and beyond.

The landmark program signals ESPN’s continued innovation as it aims to supercharge efforts in reaching the next generation of fans across evolving content consumption behaviors.

Adidas joins as a premier sponsor, providing funding, product collaborations and marketing support. The globally-recognized brand’s commitment to empowering women in sports directly aligns with the network’s mission.

“Our partnership will bring fans closer to athletes, teams and sports moments, identifying and supporting the next generation of creators,” said Christine Sheehan, VP of Brand Communications at Adidas North America. “The ESPN Creator Cam presented by Adidas leverages ESPN’s footprint to amplify the joy of sport.”

As consumer behaviors rapidly evolve, major media companies continue exploring new strategies to engage audiences through authentic creator voices and diverse perspectives. ESPN’s bold move establishes a new paradigm for the sports media industry.

Avatar photo

David Adler is an entrepreneur and freelance blog post writer who enjoys writing about business, entrepreneurship, travel and the influencer marketing space.

Click to comment

Leave a Reply

Your email address will not be published. Required fields are marked *

More in Brand

To Top