ESPN, R/GA and 72andSunny Veterans Launch Sports-Focused Shop The Rec League

Clients include New Balance and Slam Magazine

The Rec League team includes sports writers, designers, strategists, film directors, producers, editors and brand marketers.

Los Angeles-based creative and production agency The Rec League officially launched this week, with a stated mission to “positively affect and help push the culture of sport forward.”

The agency’s approach encompasses connecting brands to sports culture and lifestyle, providing services from creative inception to production under one roof.

The Rec League’s founders include former R/GA creative director and 72andSunny copywriter Jack Jensen (who serves as head of creative), editor Trent Ubben (head of production) and former 72andSunny brand manager and ESPN marketing manager Scott Swindler (head of brand). The agency’s team is comprised of sports writers, designers, strategists, film directors, producers, editors and brand marketers.

“We aim to create authentic stories. That’s where our passion is. It’s not about ‘sports,’ but it is about sports. We’re all former athletes, and we’ve spent years creating content for the top sport brands, agencies and talents, so we know how to navigate that world from all sides,” Ubben said in a statement. “It made sense to take that experience and love for the game and create a company with a strong focus. This world demands authenticity, so we’re building something to meet that demand.”

The Rec League’s first work includes a collaboration with Slam Magazine called “I Got All Day” featuring UCLA power forward Shareef O’Neal (Shaquille O’Neal’s son) and global work for New Balance Baseball featuring Houston Astros second basemen José Altuve and Dreamville Records rapper Bas.

Other clients and partners include EA Sports and Formula 1.

This isn’t the only recent launch building on its connections to the world of sports. Last week, Tony Hawk’s hybrid creative agency and brand consultancy D/CAL officially went into business in collaboration with other industry veterans.

@ErikDOster Erik Oster is an agencies reporter for Adweek.