In a time of uncertainty, adidas launched a brand campaign titled “Ready for Change”. Our teams were tasked with bringing this narrative to life in our respective sports. Baseball was in a time where the old guard and the new guard were constantly clashing, traditional baseball against the vibrant game that many Latino players represented. As we began to look towards returning to sport, who better to usher in a message of change than Fernando Tatis Jr., the one player laughing in the face of the unwritten rules of baseball. Our goal here was to speak directly to the problem, “Old Heads” who just want their grandfathers game to stay the same. Introducing “Baseball is dead. Long live baseball.”