The New York office of advertising agency Wieden+Kennedy, of Portland, Oregon, wrote and produced the commercials until 2017, with ESPN taking production in-house since 2018.
[2][1] In 2022, ESPN's new creative partner, Arts & Letters, announced that it would revive the campaign in the beginning of 2023.
The new campaign, entitled "My Life, My Team" will debut on ESPN's family of networks on December 30, 2024.
Athletes often have their idiosyncrasies parodied—for example, gymnast Kerri Strug being carried around ESPN headquarters because of her famous ankle injury.
Many commercials in the series have derived their humor from parodying conventional professional sports practices, by applying them to working for SportsCenter: Sports mascots and cheerleaders are usually present in most ads, implying they work behind the scenes at ESPN.