August 29th 2023.
Eli Kumekpor is taking on a new challenge in leading the popular lifestyle brand, Mitchell & Ness. He hopes to reinvent the brand and make it more than just the go-to shop for vintage jerseys and sports merchandise. With Jay-Z, Kevin Durant, LeBron James, and Kevin Hart as partial owners, the company is set to try something new.
Kumekpor sees Mitchell & Ness as existing at the intersection of sports, culture, lifestyle, and fashion, something he has become familiar with through his roles at Nike and the Jordan Brand. He understands the importance of nostalgia and the power of the retired player base, but he is also looking to forge new opportunities with active roster and players.
The company was acquired by Fan Gear store, Fanatics, and is reported to have a valuation of $300 million and an annual growth of 30% in 2022, according to CNBC. They also have licensing deals with the NHL and MLB, making them the one-stop shop for sports enthusiasts.
However, Kumekpor knows that relying solely on the nostalgia can be a slippery slope. He looks to the work the Jordan Brand has done in harnessing the power of their iconic sneakers and wants to do the same with Mitchell & Ness. He wants to make sure the brand remains premium and take the old and make it new and fresh again.
Kumekpor is no stranger to success. He had co-chaired the Nike Black Employee Network and had overseen the $6.59 billion in sales that the Jordan Brand brought in over the last five years as global vice president and general manager of men’s products. With this experience and the support of his new ownership, he will be sure to bring Mitchell & Ness to new heights.
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