Timeout Against Hate

In sports, a timeout is a moment to regroup, refocus, and reset when things aren’t going well. At this moment in time, the world needs exactly that. By transforming the timeout into a symbolic act of unity, we could encourage fans, athletes, and leagues to confront hate together—and use the timeout itself as a powerful form of media.

For the first time, all major North American sports leagues—including the NFL, NBA, WNBA, MLB, NHL, MLS, NWSL, and NASCAR—joined forces for a coordinated Timeout Against Hate. The campaign used the timeout moment not only as a symbolic message, but as a real-time media opportunity. During live games, arenas and broadcasters called an official timeout to deliver a unifying message through a custom film and coordinated messaging. Simultaneously, social content, merchandise, and out-of-home activations extended the campaign’s impact beyond the stadium and into culture.