espnW Shows You How to Portray Women Athletes in Advertising

Take notes, Roxy

Those still annoyed by Roxy's sexualized portrayal of a woman athlete will enjoy this more kick-ass 30-second spot for espnW. The first brand promo for the ESPN property, it broke Tuesday night during the premiere of the film Pat XO, part of the network's Nine for IX series. The spot, from creative agency 77 Ventures, was directed by filmmaker Raama Mosley and edited by Therapy Studio's Kristin McCasey. The original soundtrack was written and performed by Greta Gaines exclusively for espnW. Among the athletes featured are Serena Williams, Brittney Griner, Abby Wambach, Alex Morgan, Heather O’Reilly, Shannon Boxx, Sara Errani and Elena Delle Donne.