"It's Not Crazy, It's Sports"

ESPN’s IT’S NOT CRAZY, IT’S SPORTS campaign celebrated the deep passion and obsessive dedication of sports fans, highlighting how what might seem "crazy" to outsiders—like superstitions, rituals, or extreme fandom—makes perfect sense to those who love the game. The campaign showcased how sports evoke intense emotions, create lifelong memories, and foster community, reflecting ESPN’s shared passion for the unique idiosyncrasies that are the social currency of sports fans.