Young stars give fresh spin to ESPN Classic programs

Friedman, Wayne
May 1999
Advertising Age;5/31/1999, Vol. 70 Issue 23, p75
Trade Publication
This article reports on how ESPN used a new crop of athletes and artists to refresh the advertising campaign for its ESPN Classic network. The Old School campaign pairs athletes such as Seattle Supersonics' Gary Payton and Women's National Basketball Association rookie Chamique Holdsclaw with actors Michael Madsen and Michael Rappaport. Wieden & Kennedy is producing seven 30-second commercials in which the performers pay homage to athletes of years past. This is a major initiative for ESPN along the lines of its oft-praised This is SportsCenter campaign.


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