The Big 12’s latest campaign titled “What’s Next” officially marks the expansion of the Big 12 being composed of 16 teams. The campaign is a part of Big 12’s brand refresh in signifying the conference’s expansion across time zones that span the entire country. The brand anthem unifies the conference and showcases the expanded regional, athletic and cultural presence of Big 12. This is the first time that all 16 institutions within the conference will be celebrated together through the campaign including new members - Arizona, Arizona State, Utah and Colorado.