10 Years and Climbing
Traveling to NWSL cities to see how far the league has come, and where it wants to go.
Services: Concept Development, Copywriting and Scripting, Creative Direction
As the NWSL entered its second decade, it seemed like a league ready to take off, complete with world class players, new teams and sponsors. One of those sponsors was Delta Air Lines, a company eager to showcase their commitment to gender equality in the workplace and in sports.
One of the league’s biggest hurdles was a lack of visibility. Games are exclusive to a streaming network and the teams didn’t have the marketing resources to tell their stories at scale.
Coming off the success of NonStop Scouting, we decided create a 3 part docu-series for Delta’s In-Flight Entertainment platform hosted by US Women’s Team legend Carli Lloyd. In each episode Carli travels to a new NWSL city (all Delta hubs) to meet the fans and players that make this league great. We hoped that by sharing these stories with a captive audience, we could attract more fans to the league and inspire travel through sports.
Episode 1: Gotham FC
In Episode 1, Carli visits her old team not as a player, but a minority owner. We explore how New York’s grit impacts the team’s approach to player development. Featuring Ali Krieger & Yael Averbusch West
In Episode 2 Carli heads south to Raleigh, North Carolina to watch the NC Courage, a team boasting the most international players in the league. Carli visits with Denise O’Sullivan, Briana Pinto and Sean Nahas to discuss the importance of community to their success.
Episode 2: NC Courage
Episode 3: OL Reign
In the finale of 10 Years and Climbing, Carli is joined in Seattle by NWSL lead writer for The Athletic, Meg Linehan. They meet with two of OL Reign’s rising stars to learn where the team gets their strength, and what the rest of the NWSL can learn from them.