Michael B. Jordan attends the Coach 1941 fashion show during February 2020 – New York Fashion Week. Getty Images.
Jordan founded his firm, Obsidianworks, with Chad Easterling, a former Nike marketing executive who will act as its CEO. Obsidianworks’ stated mission is to create “a more inclusive era of brand storytelling,” according to a press release.
Jordan told Variety that as part of his role as a brand ambassador for the Coach brand, he began “providing general counsel” to the brand in how they market their campaigns and hire talent in front of and behind the lens.
Meanwhile, the partnership with 160over90, Endeavor’s in-house marketing agency, is acting as a strategic investor in Obsidianworks. The relationship exemplifies how Hollywood talent agencies are broadening their reach to help clients flex their business muscles in fields beyond acting (Jordan, for his part, is repped by Endeavor’s WME.)