Agency 160over90 Partners With Michael B. Jordan’s Creative Hub Obsidianworks

Actor Michael B. Jordan and longtime friend and business partner Chad Easterling are entering a strategic partnership with cultural marketing agency 160over90. Jordan and Easterling, a marketing executive and Nike veteran, founded Obsidianworks a few years ago. The creative hub has quietly built momentum through projects with Amazon, Piaget, and AMPAS. As Coach's multicultural agency, its work has focused on helping the fashion brand grow its men’s business, ranging from content production and capsule collection rollout strategy to identifying emerging collaborators for insightful social media strategies. The majority of their clients to date have been project based, with the exception of Coach. Their intention is to build the retainer business through this new 160over90 partnership. The leadership team Jordan and Easterling currently lead the agency alongside a core team of senior leadership, including CAA alum and nonprofit advisor René Spellman and creative and marketing agency veteran Bobby Moore III. Under the deal, Jordan will now serve as a key advisor, providing feedback and guidance to 160over90 on all things from a creative standpoint. The Los Angeles agency will work in 160over90’s offices on the west coast. Jordan is dedicated to each role, business and endeavor that he takes on via this partnership and will be committed to taking an active role in all of Obsidian’s operations and plans to focus the majority of his time on creative and making sure that the content and campaigns resonate with brands' audiences. For its part, 160over90 is making a financial investment and partnering strategically and creatively, as well as through shared resources. There was an important matchmaker pairing these two agencies: entertainment giant Endeavor. Jordan has been represented by the company’s WME division for eight years, while 160over90 (formerly called Endeavor Global Marketing) was founded a few years ago. This move strengthens Endeavor’s commitment to addressing racial equity within its companies and the entertainment industry at large. WME and Endeavor Content have aligned with Endeavor Foundation grantee Color of Change and Jordan to sign on to the #ChangeHollywood roadmap. The initiative outlines steps toward a more equitable and inclusive industry and encourages companies across the entertainment landscape to do the same. Providing brands with resources and perspective This alliance is designed to strengthen two separate-but-similar companies by providing more brands (and consumers) with Obsidianworks' perspective and voices. 160over90 will further increase its access to the most culturally relevant ideas for its clients. Most recently, the two agencies collaborated on the Hoop Dreams Classic, a one-day doubleheader basketball showcase featuring four of the top Division I HBCU men’s and women’s basketball programs that will take place on Dec. 18 at the Prudential Center in Newark, N.J.; 160over90 is leading the design and branding for the event. “Michael and Chad are exactly what we look for in partners: multihyphenates with vision, passion and courage,” said Ed Horne, president, 160over90. “They know what it takes to capture—and keep—attention. We are so proud to invest in the growth of Obsidianworks and look forward to working with them to deliver culturally relevant work brands can’t find anywhere else.” Jordan and Easterling met with 160over90 president Ed Horne and the leadership team to share their vision for the agency. It was evident during those conversations that both agencies believed in each other's potential to go to the next level, resulting in a strategic partnership and investment that would help open the door for the brands to tell more inclusive, authentic stories, Horne said. Michael B Jordan stars in Obsidianworks-Led Amazon Project