The GIST, an inclusive sports media brand dedicated to leveling the playing field for underserved fans, has announced the launch of its new cultural campaign, Fandom Belongs to Everyone. The initiative is designed to challenge the traditional, historically male-dominated definition of a “typical fan” by celebrating the full spectrum of sports fandom across all genders, identities, backgrounds, and experiences.
The campaign aligns with the FIFA World Cup kicking off on June 11th and will run through mid-July. 48% of female millennial and Gen Z GISTers plan to watch the World Cup, and there’s definitely opportunity for that number to grow. For many people, it’s easy to feel like an outsider within the fandom when it comes to such a beloved event, but Fandom Belongs to Everyone aims to broaden that community and bring people together over a shared love of the game.
Changing the Narrative
Fandom Belongs to Everyone is moving away from the idea of the “default fan” and encouraging people to see themselves (and each other) as valid, valued members of the sports community. The tagline “Fandom is __” will echo across content from The GIST over the next few weeks with suggestions such as Fandom is Female, Fandom is Queer, Fandom is how I connect with my mom.
The GIST will also invite social media users to post their own version of “Fandom is __” and fill in the blank to share their story, and define sports culture in their own words.
Limited Edition Merch
To bring the Fandom Belongs to Everyone movement from your phone to your closet, The GIST is also launching limited edition merch available on The GIST shop.
A soccer inspired jersey with a unique Fandom Belongs to Everyone logo is the perfect way to celebrate the FIFA World Cup whether you’re new to the sports community or have too many favorite teams to choose from.
From an Idea to the Video Screen
To bring the visual identity of the campaign to life, The GIST has partnered with GRITS, a Black-owned creative production studio that produces culturally resonant content to tell meaningful stories that engage modern audiences.
The GRITS production team includes:
● SAAGE – Creative Director & Founder
● Riqia Taylor – Producer & Assistant Director
● Malcolm Richardson – Writer
● Joshua Maclin – Director of Photography
Keep an eye out on The GIST’s social media channels (@thegistusa and @thegistca) and the media brand’s newsletter to watch the video content and interact with Fandom Belongs to Everyone.
