The ALLIANCE:Los Angeles, along with agency partner Zambezi, recently wrapped up a new campaign celebrating Black Excellence at Work during Black History Month.
The ALLIANCE is comprised of the 11 professional sports teams in LA that are joined together in a shared commitment to drive investment and impact for social justice through sport.
This new social media campaign aims to illustrate real career options and opportunities in the sports field beyond the professional athlete’s role by highlighting some of the exceptional Black individuals that are driving these 11 professional sports teams and filling important business and training focused roles. Each video shares an individual’s personal story, the role that sports has played in their lives, and their career journey. They also speak to DEI related issues and share their perspective on what Black Excellence and Black History Month means to them.
This effort was created in collaboration with Zambezi’s new Social Content division named School. Zambezi has a deep history with sports and sports related brands and this work is a continuation of the agency’s partnership with the LA84 Foundation, The Alliance and The Play Equity Fund. These organizations are nationally recognized leaders in support of youth sports programs and public education, and advocates for the important role sports plays in positive youth development.
Client: The ALLIANCE Los Angeles