Ep.037 - How is creativity being leveraged to connect sports and brands with cultural moments?

Reframed by Mustard

English - September 27, 2023 05:00 - 57 minutes - 53 MB
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Previous Episode: Ep.036 - Becoming an influencer: how has social media changed the game?

Next Episode: Ep.038 - African VC and the justified and unjustified optimism surrounding it

Crystal Palace F.C. recently became the first club in the British Premier League’s history to appoint an official creative director, in the form of Mailroom talent agency’s founder Kenny Annan-Jonathan. The move appears to be a relatively novel trend, with US sporting teams such as the New York Knicks and Cleveland Cavaliers having only secured people in similar roles within the past three years; but is it one that we can expect to last. Is Kenny likely to be the first and last creative director in British sports?

In this episode of Reframed we speak to Kenny Annan-Jonathan in his first long-form interview since his Crystal Palace appointment, about the changing dynamics between sports, brands, culture and global audiences. Why did Nike’s campaign with fictional football team A.F.C Richmond sell out? Why is Qatari-owned PSG’s football shirt seen by some streetwear more than sportswear? And, what happened in 2018 to cause Nike’s Nigeria football jersey to sell out across an array of demographics?

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