Daniel George of Limitless on the Heat, Bills, Jordan Brand, and Connecting With Young Fans

Daniel George is founder and CEO of Limitless Creative Co., a full-service marketing agency that continues to redefine and reimagine marketing, advertising and experiential.

Limitless has created and executed disruptive events and activations for a roster of clients that includes Nike, EA, the NBA, Jordan Brand, the White House, FIFA, NCAA, Stephen Curry, Kevin Hart, Beyoncé, the NFL, Red Bull, Rakuten, The Players’ Tribune, Noon, Balmain, Farfetch and more. Limitless thrives in a largely underserved and misunderstood market—helping companies bridge the gap to reach the millennial and Gen Z consumers.

Prior to starting Limitless, Daniel consulted for Nike on disruptive marketing campaigns, connecting with core consumers to drive product demand. He holds a bachelor of arts and science degree from Inter American University of Puerto Rico. 

We spoke to Daniel for our Time-Out series, where we chat with folks in the sports world about their favorite athletes, teams, sports movies and shows, and their love of sports generally.

Daniel, tell us…

Where you grew up, and where you live now.

I was born and raised in Orlando. I started my professional career in Los Angeles, and I am currently based in Chicago.

Your earliest sports memory. 

My two earliest sports memories: playing soccer with my father in the front of my home in Orlando, followed by my older brother beating me in basketball at the park—but only because no fouls were called.

Your favorite sports teams. 

Miami Heat. I fell in love with the Heat growing up because of the pace in which they played; it was always a show. The organization runs like a well-oiled machine. They have a player-first mentality and stay loyal to those who produce for them. I also think they have the best design and marketing in the NBA.

Buffalo Bills. When my family moved from India to the U.S., they landed in Buffalo, New York. All of my older cousins grew up as Bills fans, and my generation followed suit. They are always a topic of conversation in my family. I’m feeling good about this upcoming season and Josh Allen leading. We have 4 ‘ships to make up for…

Your favorite athletes.

Michael Jordan. His level of focus and will is inspiring. Above all, he was someone his team could always depend on, and he took that responsibility seriously. No matter which team you root for, you gotta respect that.

Dwyane Wade. Loved his fearlessness and leadership on the court. No one was stopping him from getting to the hoop. He was extremely selfless as well, inviting and welcoming LeBron and Chris Bosh to the team while he was in his peak in order to win more. I think that sacrifice says a lot. 

Your favorite sports show. 

NBA on TNT. Shaq and Chuck going at each other has me laughing the whole show. Sports are meant to be fun, and they deliver that. 

Your favorite sports movie or video game.

Movie: D2: The Mighty Ducks. Because one, the knuckle puck is a top three move all time. And two, it quite simply made hockey culturally relevant. The movie took a sport that many, especially in my community, never connected with and put it on the map.

Video game: FIFA. Love the game for its finesse and strategy. 

A recent project you’re proud of.

Limitless recently worked on The Wings Design program for Jordan Brand. We helped them bring to life a design program that gave younger athletes and designers the ability to create products such as shirts, shoes, hoodies, etc., that could potentially live in retail stores through a 10-week design competition. There have been so many great stories that have come out of this program since the inception, from scholarships to careers. It’s a project and program we continue to assist with that is extremely rewarding. 

Someone else’s project that you admired recently. 

I thought the Weeknd’s Super Bowl halftime show was incredible. A friend of mine, La Mar Taylor, helped drive the creative and I think they made iconic adjustments to the show that allowed fans from home to experience the show in a completely different way. I was impressed by how they were able to adapt the show to account for the pandemic environment and provide meaningful pivots. 

What sports can do that nothing else can. 

Sports are about competing, teamwork and becoming the best version of you for a greater cause. All of those attributes are a red thread in my life. It brings the world closer together and there’s nothing else like it. 

What you’d be doing if you weren’t in the sports world. 

I would probably be focused on space travel, specifically building infrastructure on Mars.