"THERE ARE ALWAYS NEW, GRANDER CHALLENGES TO CONFRONT, AND A TRUE WINNER WILL EMBRACE EACH ONE.”
- Mia Hamm, soccer icon and two-time Olympic gold medalist
Winning in sports isn’t just measured by the impact someone makes in the game. It’s also measured by the impact they make in the world. W|W Originals is dedicated to telling the compelling stories of athletes, teams, coaches, leagues, organizations, and partners who push beyond their own challenges to create positive change in the communities around them.
Through collaborations with award-winning voices across the sports, brand, and production spaces, we’re working to develop captivating episodic and long-form content that elevates social impact to the forefront of sports culture — and inspires a new era of excitement, energy, and opportunity driven by the power of giving back.
LEGACY LETTERS
Athletes and coaches don’t usually get asked the question “what do you want to be when you grow up?” They’ve already achieved a level of success that many of us can only dream of. But what about the question, “who do you want be when you wind down? Ten or twenty years from now, what kind of impact do you hope to have made on society beyond the game, and what’s fueling your drive to make it happen?”
That’s exactly what we’re asking some of the most intriguing, inspiring, and ambitious names in sports through Legacy Letters. With a simple prompt, we’ll invite them to write a letter to their future selves, describing everything they hope to accomplish by using their platform — the power of sports — to create positive social change.
We’ll share the letters individually, and as curated collections, across W|W and partner channels, creating a collaborative space for these meaningful ideas. By taking a storytelling approach that’s focused on the future rather than the past, Legacy Letters is setting the stage for athletes to (quite literally) write the script for their next chapters — and bring more loyal fans, followers, and funders along for the ride.
WIN | WIN PODCAST NETWORK
The podcast universe is filled with big ideas and even bigger personalities, especially when it comes to sports. But no one’s carved out a niche where talking about the wins that happen off the court is just as important, if not more so, than talking about the wins that happen on it. No one, that is, until now.
The WIN | WIN Podcast Network is a collection of purpose-driven podcasts that all approach sports as a catalyst for social change. We’re bringing their diverse stories and perspectives together to create a destination for fans to learn more about the athletes, teams, and leagues they love, and for sponsors to maximize their reach by supporting a group of the most compelling, emerging, voices in the field.
It’s a new model for reaching the right audiences, with the right content — and for sparking even more opportunities for everyone to get in on the action.
MORE CONCEPTS IN DEVELOPMENT
Circle the Wagons, Open the Wallets: The Bills Mafia Story
To the outside world, the Buffalo Bills fanbase—the "Bills Mafia"—is known for its rowdy, table-smashing, sub-zero tailgates. But beyond the wild exterior lies a complex and powerful community that’s redefining what it means to be a fan.
When a referee’s bad call costs them a game, for example, they don't just complain. They raise over $41,000 for a visual impairment organization, with donations made in $17 increments as a nod to their hero, quarterback Josh Allen. When an opposing player, Mark Andrews, drops a crucial pass, they don't just mock him. They flood his personal foundation with over $100,000 in $2 increments—one for each point of the failed conversion. Or when an injury happens to Lamar Jackson, a player on another team, they don’t just stand in the crowds to show their respect. They raise $550,000 for his "Blessings in a Backpack" charity as a sign of support.
Our documentary short, Trolling for Good,will dive into the "how" and "why" behind these massive, viral fundraising efforts that are equal parts hater and heart. We’ll meet the everyday fans—the bartenders, office workers, and nurses—who initiate these movements from the comfort of their couches. We’ll talk to sports journalists and uncover archival footage to gain new perspectives on this bold, collective movement. And we’ll explore the human motivations behind the Bills’ Mafia’s "charitable trolling.” Is it pure generosity? The ultimate power play in a rivalry? Or a profound expression of community identity, born from a city known for its resilience?
With a combination of heart, humor, and a defiant spirit, Trolling for Goodwill deliver a curious and celebratory look at how the fiercely loyal fans of an underdog team are finding brilliant new ways to win, and leading the charge on a new form of impact that’s changing the narrative of the NFL.
Stitching the Seams: Minor League Baseball’s Community Roots
Discover a groundbreaking series that unearths the soul of America by taking you deep into the heart of Minor League Baseball, one town at a time, revealing how the game can become a remarkable force for good.
From the meticulous morning rituals on the field to the electric buzz of a community united under the summer stars, we capture the vibrant spirit of towns transformed by their teams.
But the real story? It's the incredible impact these clubs make off the diamond — game-changing philanthropy, inspiring educational initiatives, and a commitment to service that turns players and mascots into local heroes. Each episode is a high-energy journey into a different community, showcasing the unique and powerful ways these teams are hitting it out of the park for their fans and neighbors.
Enshrined: Building the Sports Philanthropy Hall of Fame
Every major sport has a Hall of Fame to celebrate the legends who’ve changed the game. But what about the ones who’ve changed the world?
Enshrined will follow the WIN | WIN team as we gather stories for the first Sports Philanthropy Hall of Fame —a digital AND traveling installation celebrating the most impactful athletes, coaches, teams, and leaders in sports. Not only will we meet and chronicle the journeys of big-name stars, but also of local heroes nominated by the communities they’ve impacted most.
Each episode will end with our team enshrining a new legend in the HOF, and inviting viewers everywhere to visit online, or in person, to discover more inspiring stories for themselves.
After the Dream: Finding Family Through Soccer
In the late 1990s, an ex-Manchester United scout visited Ghana looking for new soccer talent. But instead of bringing a few standout players back to the UK, he created a program to teach, grow, and nurture an entire generation. In 1999, the first first Right to Dream (RTD) Academy opened in Accra, and more than 25 years later, they’ve helped hundreds of aspiring stars earn NCAA scholarships and realize their dreams.
One of these athletes was PK Coleman, who came to the US in high school and rose through the ranks at the collegiate and pro soccer levels. After hanging-up his cleats, PK worked hard to build a fulfilling personal and professional life — but saw other young players from Ghana struggling to with the challenges of being thousands of miles from home with no roadmap or safety net. So PK made it his mission to give them the community and support they were missing. He left his lucrative job in finance to become a licensed FIFA agent, launched his own company, and now represents, mentors, and advocates for over a dozen RTD students and alumni, welcoming them into his home and his heart, and helping them write the next chapter in their own successful journeys.
Fueled by determination, resilience, and compassion, After the Dream is a story about the power of sports to not only create impact on the field, but also to be a catalyst for changing lives, and finding belonging, across all corners of the world.
PARTNER WITH US
Got an idea that aligns with our mission to showcase the powerful impact of sports? Interested in partnering with us to produce or tell a story — or sponsoring content that elevates social good while also driving revenue?
Share what you’re thinking, and let’s create something amazing together.
