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Brandon Rhodes of OTX on How Sports Helps Us Believe in More Than Ourselves
Shaping culture is his thing
Brandon is currently the GM of OTX, Overtime’s new boxing vertical. He has brokered deals with Gatorade, Nike and McDonald’s. He also helped add strategic investors such as former NBA stars Baron Davis and Carmelo Anthony.
Previously, Rhodes served at Gatorade for five years where he created digital campaigns and helped design products for pro locker rooms, expanding the brand’s soccer presence on a global scale.
He has a dual mission: to innovate for the sports industry and give people of color equal opportunities to advance.
We spent two minutes with Brandon to learn more about his background, his creative inspirations and recent work he’s admired.
Brandon, tell us …
Where did you grow up, and where do you live now?
I grew up in Grand Rapids, Mich., and now I’m based in Brooklyn.
What is your earliest sports memory?
Playing basketball with my dad on our mini hoop in the house. I have two vivid fan memories—watching Jackie Joyner-Kersee dominate in the Olympics and Michael Jordan’s iconic Game 6 shot against Utah.
Who are your favorite sports team(s)?
Michigan Football and Basketball—Go Blue!
Favorite athlete(s).
Allen Iverson is my GOAT and Michael Jordan is your favorite athlete’s favorite athlete. During my Gatorade days, I had the privilege of working on projects with legends like Derek Jeter, Serena Williams, Usain Bolt and Leo Messi—each one inspiring in their own right.
What is your favorite sports movie and/or show?
I can’t beat the nostalgia of Remember the Titans, but I’ve probably watched 90 percent of all boxing movies ever made.
What is your favorite sports podcast or news show?
I frequent Joe Rogan’s boxing and MMA content. When there’s big NBA news, I’m deep in The Ringer universe.
Your favorite sports video game.
I don’t play often, but when I do, I’m surprisingly elite at NBA 2K.
What is a recent project you’re proud of?
Launching Overtime Boxing has been epic, but I’m especially proud of “OTX Proving Ground,” our grassroots series where we hit gyms across the country to find the next star. The energy is electric, the content racks up tens of millions of views per stop. It taps into the raw essence of boxing.
Someone else’s work that you admired recently.
Levi’s collaboration with Beyoncé has been nothing short of legendary. My former boss and mentor Kenny Mitchell played a major role in bringing that vision to life. It’s been incredible to watch them turn it into a full-on movement.
What sports can do that nothing else can.
They bring you together, spark emotions and make you believe in something bigger than yourself.
What you’d be doing if you weren’t in the sports space.
Venture capital—or go deep in urban development, design or architecture. Something where I’m still building and shaping culture.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
