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.