The campaign - dubbed 'Any Arena. Any Field.' - features a 1-minute, 45-second online video and three 30-second national TV spots that document a day in the life of A-10 student-athletes as they work hard to do it all: defend, pass, and score in "Any Arena," and study, research and graduate in "Any Field."

"The campaign perfectly ties into the mission of our league, which is about the overall student-athlete experience. We are proud of both our significant athletics accomplishments and the high academic marks that our student-athletes and institutions receive," stated Atlantic 10 Commissioner Bernadette V. McGlade. "This has been a powerful campaign that has extended our brand awareness across the country. It has been extremely beneficial to work with a professional agency such as 160over90 to tell our brand story."

"Last year, we unveiled the grittiness of A-10 basketball and unleashed a challenge to any team: Who Wants Next? This year, we're building on the core idea that in the Atlantic 10 Conference, it's a 'workright, not a birthright' - something that holds true across all 21 championship sports - to show that the A-10 has great hoops and more," said Darryl Cilli, 160over90 chief creative officer and principal. "The A-10 is an amazing conference, home to some of the most talented student-athletes. These young people really do earn everything they achieve, academically and athletically."

In this year's campaign, the 1-minute, 45-second spot tells the day-in-the-life story of A-10 student-athletes. Up before daylight, breaking a sweat in the weight room and hitting the books in the classroom, Atlantic 10 Conference student-athletes are united by a common focus and an uncompromising work ethic driving them to succeed athletically in any arena and academically in any field.

According to the NCAA's most recent statistics, Atlantic 10 student-athletes graduate at an 89 percent rate - five percentage points higher than the national average. It is the fourth straight year that the league has been at 89 percent or better. The A-10 has 90 teams across its 14 campuses with a perfect 1000 GSR score. Athletically, the conference has achieved success crowning 21 conference champions, and sending numerous teams and student-athletes to NCAA postseason championships.

ABOUT THE ATLANTIC 10

The Atlantic 10 Conference was founded in 1976 and consists of 14 diverse members across eight states and Washington, D.C. The mission of the Atlantic 10 is to provide an enhanced student-athlete experience through 21 nationally competitive championship sports. The basketball-centric conference is committed to integrity, educational excellence and providing quality equitable championship experiences for its student-athletes, coaches, and support staff. The membership consists of Davidson College, the University of Dayton, Duquesne University, Fordham University, George Mason University, The George Washington University, La Salle University, the University of Massachusetts, the University of Rhode Island, University of Richmond, St. Bonaventure University, Saint Joseph's University, Saint Louis University and Virginia Commonwealth University. For more information, visit www.Atlantic10.com

ABOUT 160OVER90

A branding and creative services agency with offices in Philadelphia, Newport Beach, CA, and Gainesville, FL, 160over90 has vast experience generating results for nationally recognized brand leaders. 160over90's client roster spans consumer brands, among them Nike, Godiva, Under Armour, American Eagle Outfitters, and Ferrari North America; professional sporting teams including the Philadelphia Eagles, Miami Dolphins, and Los Angeles Angels; and an esteemed roster of higher education institutions including UCLA, Duke, Notre Dame, University of Oregon, and the University of Florida. Services range from the development of single creative pieces [print collateral, packaging and websites] to institution-wide image and rebranding campaigns. In 2013, AgencyPost.com named 160over90 to its "Agency 100" list of fastest-growing agencies in America. http://www.160over90.com