The campaign timing aligns with the ESPN App’s one-year anniversary
Even Stephen A. Smith can find some tranquility from his day job now that he’s come across “Sports Nirvana.”
The First Take featured commentator and executive producer stars in ESPN’s newest direct-to-consumer marketing campaign, humorously reimaging the sports media icon as an unexpectedly calm meditation guide after discovering the ultimate destination for sports fans: the ESPN App.
“‘Sports Nirvana’ is the place all fans want to find, especially as we enter one of the busiest stretches on the sports calendar,” said Jo Fox, Senior Vice President of Marketing at ESPN. “It’s a campaign meant to be funny, unexpected and memorable by countering Stephen A. Smith’s unmistakable personality through the tranquility of the incredible depth of everything available within the ESPN App.”
The creative opens on Smith seated peacefully in meditation, surrounded by a calm, zen-like scenery instead of the debate desk. Acting as a mindfulness guide, he shows fans how to reach ‘Sports Nirvana,’ where the NFL, NFL Network, College Football, College Football Playoff, NBA, U.S. Open Tennis, WWE, WNBA, NHL, and more live together inside the ESPN App.
Running across ESPN’s owned platforms as well as paid connected TV, digital video and social channels, the campaign is designed to meet sports fans wherever they consume content while driving greater awareness, engagement and retention around the ESPN App experience. Distribution includes integrations across live sports programming, streaming platforms, YouTube, TikTok, Reddit and additional media partners.
“Sports Nirvana” was developed by ESPN Creative Studio, and the campaign aligns with the one-year anniversary of the launch of ESPN DTC and the enhanced ESPN App in August 2025.
ESPN’S SPORTS NIRVANA (2026)
ESPN CREATIVE STUDIO
- Head of Creative Execution: Carrie Brzezinski-Hsu
- VP Creative Development & Ad Integration: Jay Marrotte
- Sr. Creative Director: Jamie Overkamp
- Creative Director: Genta Nakahara
- Assoc. Creative Director: Brooke Strozdas
- Assoc. Director of Production: Jeremy Edney
- Sr. Art Director: Steve Mandelbaum
- Sr. Producer: Mike Prado
- Sr. Producer: Alex Park
ESPN
- Senior Vice President, Marketing: Jo Fox
- Vice President, Marketing: Lauren Bork Alicata
- Senior Director, Marketing: Alex Healy-Lucciola
- Director, Marketing: John Lobo
- Associate Manager, Marketing: Diana Flynn
- Associate Manager, Marketing: Desiree Loyola
- Coordinator, Marketing: Olivia Dabinett
- VP of Talent Relations & Development: Talaya Gaines
- Director of Talent Negotiations: Chris Duffy
Electric Theatre Collective
- Creative Director: Kyle Cody
- VFX Lead: Melissa Graff
- CG Lead: Aidan Callaghan
- Colorist: Calvin Bellas
- Executive Producer: Polly Durrance
- Senior Producers: Dara O’Cairbre, Holly Tidwell
Machine
- Audio Post: Machine
- Sound Designer & Mixer: Michalis Anthis
- Additional Music Production: Michalis Anthis
- Assistant Engineer: Francis Medina
- Managing Director & Executive Producer: Matej Oreskovic
- Senior Producer: Andi Lewis
Final Cut:
- Editor: Adam Rudd
- Assistant Editors: Devin Hand, Grace Novak, Henry Craddock
- Managing Director & Executive Producer: Sarah Roebuck
- Production Coordinator: Laura Hunter
- Senior Producer: Sarah Knowlton
ArtClass Content
- Director: Vincent Peone
- Managing Partner: Geno Imbriale
- Managing Director: Kirsten Arongino
- Executive Producer: Sean Owolo
- Head of Production: Sparkle Jones
- Staff Producer: Olivia Possino
- Production Coordinator: Shayda Monjezi
- Executive Assistant: Shaila Martinez
- Cinematographer: Graham Robbins
- Line Producer: Terry Gallagher
- Key Grip: Jared Frost
- Production Designer: Roxy Martinez Michaud
- Gaffer: Rich Barbadillo
- Stylist: Candice Lee Waldman
- HMU: Michelle Tang, Daedra Kaehler