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ESPN recognizes Arthur Ashe
 In his memoirs, Arthur
Ashe wrote, “Despair is a state of mind to which I refuse to surrender.” This declaration displays the inner strength and enthusiasm for which this tennis great is known. Ashe, a talented athlete as well as a staunch advocate for social change, dedicated his life to challenging and improving himself and urged others to do the same.
It is this tenacity and vigor that ESPN hopes
to capture by using Ashe as part of ESPN’s “Without Sports” campaign captures the powerful influence that sports have on both individuals and society. ESPN and advertising agency Wieden and Kennedy have obtained a one year contract to use Ashe’s image. Starting in March 2004, ESPN will run advertisements featuring a black and white photo of Ashe at the 1968 U.S. Open. The image depicts Ashe in tennis whites, holding a gleaming trophy and gazing confidently into the camera. In red font, the phrase “Without Sports, How Would We Know What We’re Made Of?” is shown next to Ashe’s figure and the ESPN logo appears in the lower left corner.
The Arthur Ashe advertisement will appear a total of 11 times in various American
magazines, including Men’s Health. It will also
be featured on the ESPN Web site. By pairing a remarkable and influential athlete
like Ashe with an already popular campaign, ESPN is sure to win the hearts and
attention of American sports fans. To view the advertisement, please visit www.ESPN.com.
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