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Latest installment of ESPN’s Life Needs Sports Campaign “Bossy” Defiantly Rejects Labels

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New creative reminds fans that words matter

This Sunday, May 20, ESPN will roll out the latest installment of the Life Needs Sports campaign across television, radio, digital and social platforms. Entitled “Bossy, the new creative features WNBA stars including floor generals like the Minnesota Lynx’s Maya Moore and the Phoenix Mercury’s Diana Taurasi, as well as paint protectors like the Los Angeles Sparks’ Candace Parker and the Washington Mystics’ Elena Delle Donne.

The spot conveys that in life, strong, confident, assertive women are sometimes negatively labeled “bossy,” but sports serve as a reminder that these traits are to be celebrated.  Underscored by DeJ Loaf’s track “Big Ole Boss,” the spot concludes with the message that Life says you’re bossy. Sports make you a boss. Click here to watch.

The launch of “Bossy” coincides with the start of the 2018 WNBA season. Earlier this month, ESPN launched Life Needs Sports globally across the ESPN platform, celebrating the powerful role sports play in fans’ lives. Additional creative in the Life Needs Sports campaign includes “Smaller” and “True Love,” with additional extensions rolling out in the coming weeks.

ESPN’s coverage of the 2018 WNBA season also tips off on Sunday. At 5 p.m. ET on ESPN2, the defending champion Minnesota Lynx – led by Moore – host the 2016 WNBA champions Los Angeles Sparks and the 2016 WNBA Finals MVP Candace Parker in a rematch of last year’s Finals.  Longtime sideline reporter Holly Rowe will handle play-by-play duties alongside analyst, Rebecca Lobo and reporter, LaChina Robinson. Former WNBA star Katie Douglas will also serve as a studio analyst for the season opener.

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