Are we putting too much pressure on kids in sports?

62% of kids have given up on sports.

Published On
Aug 24, 2020


Youth sports have become a multi-billion-dollar industry. An industry run by adults that have forgotten what it’s like to be a kid. The Aspen Institute’s Project Play Initiative ran the numbers and found that 62% of kids have given up playing sports. The pressures put on young kids are just too much. The focus on winning, elite teams and traveling all over the place for competition is getting out of hand. Parents, coaches, and leagues are treating kids like pros, so we decided to do just that, one last time.

Derek Heyswiver, age 9, steps up to the mic to announce his retirement in front of the cameras. Just like any pro would. The spot debuted on ESPN SportsCenter along with an exclusive interview with Kobe Bryant. Sports stars also reacted on twitter by creating short social videos directed at any kid thinking about quitting. This monumental effort to change the game was supported by ESPN, the Ralph C. Wilson Foundation, USTA, Amazon, Target, Under Armour, Nike, NHL, NBA, the USOC and more.


Aug 24, 2020
Agency :
Arnold Worldwide
Client :
The Aspen Institute
Chief Creative Officer :
Icaro Doria
Executive Creative Director :
James Bray
Creative Director :
Justin Galvin
Creative Director :
Sam Mullins
Creative Director :
Kobe Bryant
Art Director :
Sam Mullins
Copywriter :
Justin Galvin
Producer :
Paul Shannon
Business Affairs :
Danielle Ivicic
Business Affairs :
Christine McHugh
Planning :
Catherine Sheehan
Planning :
Molly Chisholm
Project Manager :
Eric Rubino
Marketing :
Gail Felcher
Marketing :
Aiden Keefer
Marketing :
Emily Coan
Production Company :
Greenpoint Pictures
Production Company Executive Producer :
Tatiana Rudzinski
Production Company Executive Producer/Managing Partner :
Trevor King
Production Company Producer :
Luke Stevens
Director :
The Hudson Dusters
Cinematographer :
Nathan Swingle
Editorial Company :
Exile Edit
Editor :
Matt Murphy
Music :
Found Objects Music Production
Sound Design :
Audio Engineer :
Dave Sicilian
Color Company :
Nice Shoes
Colorist :
Phil Choe

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