Sports agent Rich Paul oversees the game between the Miami Heat and the Charlotte Hornets at American Airlines Arena on March 11, 2020 in Miami, Florida.
Michael Reaves | Getty Images
Rich Paul, the sports agent best known for representing NBA star LeBron James, has joined former Nike executives to start a marketing and creative agency owned by a minority group called Adopt.
The company aims to support sports and wellness companies in expanding their audiences through brand marketing. Nike alumni working with Paul include David Creech, who led product and branding for the shoe seller and Michael Jordan’s company.
According to Creech, CNBC Adopt will focus on brand building so companies can better relate to athletes and consumers. Adopt charges an agency marketing fee for their services.
“We believe there is this opportunity in sports and wellness where we can identify and uncover market opportunities,” Creech told CNBC in an interview.
Creech has worked on branding for athletes like Tiger Woods, James, and Kobe Bryant. He will lead the design, branding and product departments at Adopt. Nicole Graham, who served as Nike’s vice president of global brand marketing, will lead strategy and branding, and Josh Moore, another Nike veteran, will oversee digital and design.
David Creech, co-founder of the marketing agency Adopt.