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ESPN Anchors Play Dress Up in ‘Keeping up with Fashion’

Another month, another clever This is Sportscenter spot from W+K New York. “Keeping Up with Fashion” shows Sportscenter anchors dealing with the residual effects of a new uniform reveal, considering the new uniforms are skin-tight catsuits that come in sizes meant for babies. The uniform farce is actually a spoof of the recent redesign trend in football, whether it be for college, the NFL, or the Pro Bowl. Nike keeps shrinking the unis that aren’t made for everyone (cough, offensive linemen). In a way, ESPN, which is a huge brand itself, is actually mocking the increased branding that comes from Nike, Under Armour, etc. Glass houses and all that, but this spot actually has layers to unpack in addition to the requisite punchlines. I’ve always said that ESPN anchors could act, as they do here, but the topic and writing in this ad digs deeper than we’re used to when it comes to ESPN. A lot to think about in 30 seconds.

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