What gives pro athletes and coaches the confidence to perform at the top of their game? Is it an age-old tradition, the fans, or the latest tech? In this campaign for Microsoft Sports, we unpack why data—along with all the other game-day essentials—is a tool athletes, coaches, and sports lovers can’t live without.

We knew we’d need to dismantle the perception of data as a cold, impersonal element in the passionate world of sports. We started by reframing the narrative. Instead of highlighting product benefits and technical jargon, we partnered with iconic athletes like WNBA Star Jewell Loyd and Formula One driver Fernando Alonso to juxtapose their unique traditions and lucky charms with Microsoft technology.

With just the right amount of tongue-in-cheek, we showed the world how data empowers coaches to make crucial decisions and helps fans gain deeper insights into the games they love.