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People in L.A. and New York better get ready for a sea of ESPN red on their morning and evening commutes.

Walt Disney Co.’s is backing the Thursday launch of its sports media unit’s direct-to-consumer streaming app with a major advertising campaign aimed at captive audiences in their cars and on the railway tracks.

The aggressive four-week push is aimed at telling consumers that ESPN — long one of the pillars of the cable television business — will be available for the first time without a pay TV subscription.

The service, a major initiative since ESPN Chairman Jimmy Pitaro took over the Disney unit in 2018, is a response to the growing number of consumers who are bypassing cable and satellite for streaming video platforms. The trend has decreased the number of pay TV homes receiving ESPN, which is a major source of revenue for the company.

ESPN ad on a Cadillac SUV used for Lyft.

(ESPN)

Consumers can subscribe to the new ESPN streaming app for $29.99 a month. Households already paying to receive ESPN channels through cable or satellite can sign up at no additional cost, enabling up to five people to stream the service on mobile devices and internet-connected TV sets.

“We designed our campaign exactly as we designed our product, which is to serve sports fans anytime, anywhere,” Jo Fox, executive vice president of marketing for ESPN, said in a recent interview. “So we want to make sure we are showing up in as many places as possible.”

The advertising campaign that starts Thursday will feature Lyft-operated Cadillac SUVs wrapped in the company logo and the promotional campaign’s tagline “All of ESPN. All in One Place.”

The vehicles will be concentrated in high-traffic areas near sporting events in Los Angeles and New York, where the U.S. Open tennis tournament will soon begin. The ESPN brand name and logo will also appear on the Lyft app and maps.

Mass transit users won’t be left out, as ESPN will take over the E Line of the New York City subway that travels from the World Trade Center to Queens. The exterior of the train cars will be covered with logos while more specific ad messages will appear on the inside.

The public address announcements at the Spring Street subway station — located near Disney’s downtown Manhattan headquarters — will be delivered by ESPN’s voluble $20-million-a-year man Stephen A. Smith, the co-host of “First Take.”

Signage will also take over electronic screens in New York’s Moynihan Train Hall and Port Authority Bus Terminal and billboards along L.A.’s Sunset Boulevard and adjacent to SoFi Stadium in Inglewood.

ESPN’s campaign will go beyond the major media centers on the coasts. The streaming service will be featured on TV screens in the home entertainment sections in 4,000 Walmart stores across the country.

ESPN also has a deal with Samsung, which will offer free yearlong subscriptions to the streaming service to customers who purchase a QLED 4K TV at Best Buy or Samsung.com. Best Buy stores will feature the ESPN app in stores as well during the promotion.

ESPN has already been touting its streaming service on air and in paid TV media buys with commercials featuring actor and WWE star John Cena. Cena will soon be an ESPN fixture as the streaming service becomes the new home of major WWE events such as WrestleMania and Royal Rumble, starting in 2026.

The ESPN app will include a number of features that will complement the live sports offerings. Fans will be able to create their own personalized “SportsCenter,” which will use artificial intelligence to provide a short personalized highlight program geared to the user’s favorite teams and events.

NBC Sports pioneered the customized highlight show on its Peacock streaming platform during the 2024 Summer Olympics, using the voice of Al Michaels. The voices of ESPN “SportsCenter” hosts will be used on “SportsCenter for You.”

The app will also offer stats, betting, commerce and fantasy sports information alongside the live game coverage shown on ESPN channels.

WASHINGTON — President Trump on Thursday plans to reestablish the Presidential Fitness Test for American schoolchildren, a program created in 1966 to help interest young people in following healthy, active lifestyles.

Children had to run and perform sit-ups, pull-ups or push-ups and a sit-and-reach test, but the program changed in 2012 during the Obama administration to focus more on individual health than athletic feats.

The president “wants to ensure America’s future generations are strong, healthy, and successful,” White House Press Secretary Karoline Leavitt said in a statement, and that all young Americans “have the opportunity to emphasize healthy, active lifestyles — creating a culture of strength and excellence for years to come.”

In a late afternoon ceremony at the White House, Trump intends to sign an order reestablishing the President’s Council on Sports, Fitness, and Nutrition, as well as the fitness test, to be administered by his Health and Human Services secretary, Robert F. Kennedy Jr. The council also will develop criteria for a Presidential Fitness Award.

In 2012, the assessment evolved into the Youth Fitness Program, which the government said “moved away from recognizing athletic performance to providing a barometer on student’s health.” Then-First Lady Michelle Obama also promoted her “Let’s Move” initiative focused on reducing childhood obesity through diet and exercise.

Reinvigorating the sports council and the fitness test fits with Trump’s focus on athletics.

The Republican president played baseball in high school and plays golf almost every weekend. Much of the domestic travel he has done this year that is not related to weekend golf games at his clubs in Florida, New Jersey and Virginia was built around attending sporting events, including the Super Bowl, Daytona 500 and UFC matches.

The announcement Thursday comes as Trump readies the United States to host the 2025 Ryder Cup, 2026 FIFA World Cup games and the 2028 Summer Olympics.

The Youth Fitness Test, according to a Health and Human Services Department website last updated in 2023 but still online Thursday, “minimizes comparisons between children and instead supports students as they pursue personal fitness goals for lifelong health.”

Expected to join Trump at the event are several prominent athletes, including some who have faced controversy.

They include Trump friend and pro golfer Bryson DeChambeau; Kansas City Chiefs kicker Harrison Butker; Swedish golfer Annika Sorenstam; WWE chief content officer Paul “Triple H” Levesque, the son-in-law of Trump’s Education secretary, Linda McMahon; and former New York Giants linebacker Lawrence Taylor, a registered sex offender.

The NFL distanced itself from comments Butker made last year during a commencement address at a Kansas college, where he said most of the women receiving degrees were probably more excited about getting married and having children than entering the workforce and that some Catholic leaders were “pushing dangerous gender ideologies onto the youth of America.” Butker also assailed Pride Month and railed against Democratic President Biden’s stance on abortion.

Butker later formed a political action committee designed to encourage Christians to vote for what the PAC describes as “traditional values.”

Sorenstam faced backlash for accepting the Presidential Medal of Freedom from Trump on Jan. 7, 2021, the day after rioters spurred by Trump’s false claims about his election loss to Biden stormed the Capitol in Washington.

Taylor, who has appeared on stage with Trump at campaign rallies, pleaded guilty in New York in 2011 to misdemeanor criminal charges of sexual misconduct. He was sentenced to six years of probation and ordered to register as a sex offender.

Price writes for the Associated Press. AP writer John Wawrow in Buffalo, N.Y., contributed to this report.