🏆 Elevating Sports Brands – Lessons from Adidas, Overtime, and Under Armour

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A Career of Defining Brands

After growing up in South Florida, Tyler’s journey into sports began at the University of Florida, where he studied journalism during the Tebow-era Gator championships and back-to-back basketball titles. Driven by a passion for storytelling, he secured an internship with the Women’s Tennis Association Tour, which exposed him to the global scope of sports and the diverse opportunities within the industry.

Early roles at Reebok and Adidas allowed him to merge his love of basketball with hands-on marketing and merchandising experience. Working on high-profile campaigns for athletes like Derrick Rose, Damian Lillard, and James Harden, Tyler honed his branding and storytelling skills while immersing himself in the culture of sports on both local and global levels. His career took him to Adidas’ global headquarters in Germany, where he gained a broader international perspective. There, he spearheaded key city initiatives focused on markets like New York, London, and Tokyo. Tyler describes this time as an “MBA in the real world,” where he learned about both the industry and personal growth through resilience.

Eventually, Tyler made the leap to Overtime, a scrappy startup at the time, diving into his entrepreneurial spirit and transforming the brand from an Instagram highlight reel to a leader in sports IP creation. At Overtime, he served as Chief Brand Officer and Head of Commerce. This year, Tyler was announced as SVP of Brand & Americas Marketing at Under Armour, a role where he is focused on elevating the Brand's presence and creating a clear and consistent narrative. He is responsible for brand strategy globally, while also leading the development, execution, and management of the brand and channel marketing efforts in the Americas region. On this move to Under Armour Tyler noted, “It always comes down to the place and the people. UA is a global sports brand with a lot of passion and innovation and so much potential for growth.”

Diverse Experiences & Finding Inspiration

Tyler attributes much of his success to drawing inspiration from diverse sources and perspectives. At Adidas, he gained hands-on experience in marketing, merchandising, and strategy while collaborating with experts in product design, storytelling, and retail. This diverse exposure sharpened his ability to synthesize insights across functions and industries.

Tyler also highlighted the importance of looking beyond sports for inspiration. Tyler’s approach to creativity is fueled by looking beyond traditional sports paradigms. From pop culture trends to the innovative use of TikTok, he seeks inspiration in unexpected places. He even cited the Savannah Bananas’ reinvention of baseball as a model for fan engagement. “I took elements from their approach and applied them to cultivating a great fan base for OTE.” Tyler’s broad perspective, shaped by global travel and exposure to how different cultures embrace sports, continues to drive his success.

Curiosity and Problem Solving

Curiosity tops Tyler’s list of qualities in potential hires. “Curious people are self-starters,” he noted, explaining that their desire to learn often leads to innovative thinking. At Overtime, fresh ideas and proactive problem-solving were especially valued. “I’d much rather see someone create a one-minute TikTok video that tells a story or solves a problem than look at a traditional resume.” This approach highlights Tyler’s emphasis on creativity and ingenuity.

He also encourages candidates to stand out by taking bold steps, such as presenting ideas tailored to the company. He shared an example of students from the University of Florida, where he teaches, who brought him actionable ideas for Overtime. “It might not always be a great idea, but the thought process and effort to put themselves out there make a lasting impression,” he said. For Tyler, originality and initiative are key to breaking into the competitive sports industry.

Advice for Working in Sports

Tyler’s advice to his younger self is to stay persistent and not get discouraged. “At the end of the day, all it takes is one person to believe in you,” he said. Acknowledging the challenges of breaking into the sports industry, he emphasized the importance of perseverance. “Sometimes you have to reach out to 100 people before the 99th person gives you a chance.”

He also encourages professionals to network intentionally. “I always make time for people who reach out with specific and tailored messages,” he shared, stressing the importance of paying it forward. “Persistence is key. The right opportunity might not come immediately, but it will if you keep at it.”

Tyler advises aspiring sports professionals to be proactive and create opportunities. “Understand the organization’s goals and challenges, then position yourself as a problem-solver,” he said. He also highlighted the value of reverse mentorship. “Young people about to graduate are the most coveted audience for any sports executive,” he explained, noting that their insights into consumption habits can add immediate value. “Find the job – or better yet, create the job,” he encouraged. Reflecting on his journey, Tyler concluded, “Having a chip on your shoulder can lead to the best innovations.”

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