ESPN Rebrands Black-Focused Undefeated Site as Andscape


“Chances are you’ll encounter many defeats, however you should not be defeated.” That quote, from Maya Angelou, impressed The Undefeated, an ESPN media platform that, from its begin in 2016, has helped form the nationwide dialog by exploring the intersection of race, sports activities and tradition from a Black standpoint.

On Monday, ESPN stated it will rebrand and develop the operation, which can now go by the identify … Andscape.

Hear them out.

“It’s time to speak about Black and every thing,” Raina Kelley, Andscape’s editor in chief, stated in a cellphone interview. “Far past simply sports activities and athletes.”

She continued: “How do you be a person as a Black individual in America with your personal distinctive set of pursuits, a few of that are sure collectively by melanin, however not all of them? And the way do you are feeling entire? We wished to create an area the place Black individuals may very well be Black individuals: Black led, Black P.O.V., completely. But in addition the place there have been no definitions and no guidelines about what being Black meant, what you needed to discuss.”

When it began, The Undefeated was a web site inside the bigger ESPN.com. Andscape can have a wider footprint, increasing into e-book publishing, stay experiences, music, tv and movie as a part of a content material engine for ESPN and its company guardian, the Walt Disney Firm. Subsequent Monday, as an example, the primary Andscape brief movie, “Starkeisha,” directed by Mo McRae, will stream on Hulu, which is owned by Disney. Andscape describes the movie because the “journey of a younger Black girl thrust right into a fantastical world of Blackness.”

Such enlargement, nonetheless, required a reputation change as a result of ESPN and Disney don’t totally personal The Undefeated trademark outdoors of stories and commentary. There’s an Undefeated attire and sneaker firm that has no affiliation, as an example.

“We couldn’t be every thing we wished to be,” Ms. Kelley stated. “Now that we’re rising throughout the Walt Disney Firm, we would have liked a reputation that was unencumbered fully.”

ESPN’s degree of dedication to The Undefeated has been a matter of intrigue in media circles for the reason that departure of Kevin Merida, who led the division from 2015 to final yr, when he left to turn out to be government editor at The Los Angeles Instances. Some questioned if The Undefeated would go the best way of Grantland, an ESPN boutique information web site that was shut down in 2015. Like Grantland, The Undefeated was began beneath the auspices of John Skipper, who resigned as ESPN’s president in 2017.

Andscape displays a “doubling down” on ESPN’s funding in and dedication to Black tales and voices, the corporate stated. “With The Undefeated, we started a dialogue that can be continued and broadened via Andscape to incorporate extra subjects, extra views and extra methods to interact,” James Pitaro, ESPN’s chairman, stated in an e-mail.

Ms. Kelley, who helped introduce The Undefeated as its managing editor, declined to say how a lot cash ESPN is investing within the enlargement. “I’m blissful, and I’m spending,” she stated. “That’s all I’m going to say.”

Andscape will proceed to be rooted in sports activities, though Ms. Kelley stated her 50-person workers would supply extra expansive protection of present occasions, music, meals, trend, know-how, private finance, parenting and journey. Content material can be aimed primarily at millennial and Technology Z customers, she stated.

Andscape’s YouTube channel, as an example, will debut a weekly present on Friday referred to as “Logged In,” which can study Black inventive contributions to the social media panorama. It is going to be hosted by Domonique Foxworth, the Nationwide Soccer League participant turned ESPN pundit and author. One other weekly YouTube collection, “One other Act,” can be hosted by Kelley L. Carter, an Andscape reporter, and give attention to Black Hollywood.

Ms. Kelley famous that Black girls made up the vast majority of her workers. One outstanding Andscape journalist is Soraya Nadia McDonald, who was a Pulitzer Prize finalist in criticism in 2020 for her Undefeated essays about movie and theater, together with “The Insufferable Whiteness of ‘Oklahoma!’”

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