Initiative Naming

ESPN launched a $5 million commitment to transform youth sports participation and turned to us for a name that captured both urgency and empowerment. Our team developed "Take Back Sports" – a rallying cry that reclaims youth athletics from systems prioritizing profit over participation.

The name drives home ESPN's mission to shift focus from exclusive travel leagues back to inclusive recreational play, from single-sport specialization to multisport development, and from winning-at-all-costs to fun-first philosophy. "Take Back" implies ownership and action, while "Sports" broadens the scope beyond any single activity.

This powerful, declarative name successfully frames ESPN's partnership with organizations, including Stephen and Ayesha Curry's Eat. Learn. Play. Foundation as a movement to restore youth sports' original purpose: accessible, enjoyable play for all children.