When the WNBA needed to rebrand, they targeted a group of culture-changing millennials who weren’t necessarily fans. No problem, because these fans had the same values as WNBA players: diversity, equality, and inclusion. To amplify these shared passions, the WNBA created a content series that invited players to redefine the “W” in WNBA. Instead of women’s basketball, the players talked openly about causes and issues close to their hearts. And just like that, the WNBA inspired a new audience to keep fighting for what truly matters.