Big 12 Conference taps independent translation agency as new creative partner

Today, the Big 12 Conference announced its partnership with independent creative agency, Translation, to modernize the brand and expand its national relevance to appeal to a younger, more diverse audience. As lead agency, Translation will work with longtime Big 12 partner LDWW to develop the conference’s brand narrative going forward.

As the world’s most culturally influential creative agency, Translation is known for creating groundbreaking sports campaigns having worked with the NFL, NBA, State Farm, Beats By Dre, Brooklyn Nets, Nike, New York Knicks, etc.

“It is critically important that we continue to align the Conference and its member institutions with partners who know how to innovate and elevate us,” commented Big 12 Conference Commissioner Brett Yormark. sports leagues and brands make their team an ideal partner to lead the Big 12 into its next wave of growth.

With the conference spanning eight major markets, Translation will provide strategic, cultural and creative expertise to co-create the next wave of brand growth. The translation will reimagine the way the Big 12 appears in youth culture, appealing to current and potential student-athletes by connecting the worlds of storytelling and culture.

“We believe in the convergence of culture, technology and storytelling to propel the modern-day student-athlete. The Big 12’s latest expansion is an unprecedented opportunity to bring together a community of students, college sports fans and athletes through the influence of music and creators,” said Steve Stoute, Founder and CEO of Translation. “We look forward to bringing the Big 12 brand to untapped audiences, setting a new standard for how a sports conference presents itself.”

Beginning July 1, 2023, the Big 12 Conference will expand to 14 members – Baylor, BYU, Central Florida, Cincinnati, Houston, Iowa State, Kansas, Kansas State, Oklahoma, Oklahoma State, TCU , Texas, Texas Tech, and West Virginia – growing from five states with 40.2 million people to eight states with over 76.5 million people.

The fluidity of translation with the creation of fanbases, movements and tight-knit communities will not only allow the Big 12 conference to stand out nationally, creating an influence that transcends demographics to impact youth culture. The campaign will bring the Big 12 to life, aligning the brand with the power of creators and investing in culturally relevant partnerships.

For nearly two decades, Translation has helped global brands harness the power of culture. The heritage of translation is deeply rooted in sport, fostering a unique approach to advertising coupled with unparalleled creative vision. Translation partners with brands and creators to create and grow disruptive platforms that foster deeper community engagement.

The Big 12 conference is made up of 10 universities – Baylor, Iowa State, Kansas, Kansas State, Oklahoma, Oklahoma State, TCU, Texas, Texas Tech and West Virginia. The Big 12 is an NCAA Division I varsity athletics conference that encompasses five states and more than 40 million people in its geographic footprint. In its 27th year, the Conference has produced more than 780 Academic All-America selections and won national championship team titles in 20 of its 23 sponsored sports. Its student-athletes and teams have combined for 718 NCAA individual titles and 77 national team championships. Nearly 5,000 student-athletes from the United States and around the world compete each year under the Big 12 banner. For more information, visit and follow the Conference on Facebook (, Twitter ( @Big12Conference), Instagram ( and YouTube (

Translation is an independent creative agency designed to help ambitious brands harness the power of culture to solve their biggest challenges. For over 15 years, Translation has partnered with brands and creators to create and grow disruptive platforms that foster deeper community engagement. This experience gave us an unparalleled insight into the dynamics of culture and the affinities that bind people together. Backed by Alphabet, Andreessen Horowitz, and 21st Century Fox, we’re reinventing the way brands and artists tell their stories, create value, and move culture forward. For more information, visit and follow us on Instagram (@wearetranslation) and Twitter (@pulseofculture).


James C. Tibbs