ARLINGTON, Texas – During his opening remarks at Big 12 Football Media Day, Commissioner Brett Yormark unveiled the Conference’s new brand spot, titled “Countdown”. This brand anthem is a part of a larger brand refresh and serves as a Conference rallying cry for the upcoming season. The spot can be viewed below.

Watch here.

“The Big 12 is committed to thriving at the intersection of sports and culture and getting on the consciousness of current and future student-athletes,” said Big 12 Commissioner Brett Yormark. “This dynamic new brand spot reflects on our rich history and points towards our future – and shows we are greater than 12.”

In October of 2022, the Big 12 Conference announced its partnership with independent creative agency, Translation, to contemporize the brand and scale its national relevance to appeal to a younger, more diverse audience. This brand spot – as well as a new suite of Big 12 creative assets – are the result of the Big 12 and Translation’s shared goal of a more contemporary and modern look for the Conference.

“Our work for the Big 12 is about embracing the new world of college athletics. We want to celebrate student-athletes and their successes both on and off the field,” said Steve Stoute, Founder and CEO of Translation. “As for the conference at large, we want the Big 12 to move at the speed of the shifting landscape and be known as the conference that embraces change, diversity, individuality, and is a pioneer in college sports.”

The brand spot features student-athletes from all 14 Big 12 Conference member institutions. The film is voiced by UnitedMasters artist and viral sensation BigXThaPlug. The Texas-born and bred rapper was recently named an “Artist To Watch Out For” in 2023 by Spin Magazine after his success with “Texas,” “Big Stepper,” and recently rang in the season for the Texas Rangers.

ABOUT TRANSLATION
Translation is an independent creative agency built to help ambitious brands harness the power of culture to solve their biggest challenges. For over 15 years, Translation has partnered with brands and creators to build and grow disruptive platforms that foster deeper community engagement. This experience has given us unparalleled insight into the dynamics of culture and affinities that link people together. Backed by Alphabet, Andreessen Horowitz, and 21st Century Fox, we are reimagining how brands and artists tell their stories, create value, and push culture forward. For more information, visit translationllc.com and follow us on Instagram (@wearetranslation) and Twitter (@pulseofculture).