Like many physical publications, the iconic sports magazine was going through a transformation. It had a big ambition to shift its operations from legacy media to new media. Sports Illustrated came to us to develop a refreshed content strategy. What we identified and uncovered was a large yet underserved population of modern LatinX audiences starved for better and more diverse content. A massive audience relegated to outdated, traditional formats: Male dominated show pundits with a heavy focus on sports celeb gossip and tabloid stories. I led a content strategy that focused on developing this new audience and crafting a blueprint for a digital ecosystem to serve as the main distribution channel.