Steven Victor on Changing What the Modern Athlete Looks Like Tomorrow by Extending It to Sports Management

Imagine for a moment that you've played an early record label communications role to launch one of the coolest brands in music and fashion. Steven Victor did all this and more. He's built an attractive, aspirational world around his Victor Victor imprint, a veritable members-only if-you-know club whose roster includes Pharrell Williams, Nigo and Pusha T.

And now, Victor wants to expand into the world of sports. First, he signed current WBA lightweight champion Gervonta “Tank” Davis and skateboarding phenom Tyshawn Jones, who went viral last year for doing an ollie over Victor's $5 million Ferrari Monza, to management deals . But can Victor handle the unlikely world of professional sports? He says yes. And according to him, it won't even be that difficult. Imagine that.

You made your career in music and now you are involved in sports. Why;

My goal has always been to try to help creatives communicate their vision. I don't think it is [any] different. This is the reason.

You clearly see a big opportunity in this market, but sports management is such a closed world. How do you plan to navigate it and achieve your goals?

I'm not trying to be negative, but I feel like everyone is just doing the same things. Even if you look at many NBA players, they all look the same. It's like mannequins — it's one-size-fits-all when it comes to the offers athletes make. It's just like a metaphorical movie.

We need to do things that make us stand out from each other. I don't think it's any different in sports management. It can't all be the same, and I think it looks that way now. I want to completely change that and show what the modern athlete looks like tomorrow. And that's as an entrepreneur, that's as a creative.

People often say you can't put a price on cool.

Can not.

But it seems like you've managed to somehow manage cool and lend it to brands through your artists. Do you think it will be that easy to do it with athletes, who traditionally aren't considered as cool as rappers?

Yeah, because what I'm thinking is, “I'm only going to work with people who have that in them.” I think you have to have it inside of you before someone can take it out of you. I think cool is currency these days. You either have it or you don't. Obviously, your environment may dictate this. If you're in the right environment – if you're in my environment – it will inspire you and bring it out more.

We saw boxer Gervonta “Tank” Davis appear in Victor Victor clothing. What made you want to work with him?

I'm a big fan of boxing. I think I met him at Floyd [Mayweather’s] gym when I went to see Floyd Spar with Pusha years ago. He quickly became one of my favorite fighters. I always thought he was No. 1, the coolest boxer. Not only that, but I think he's the best boxer right now. I don't think there is anyone in boxing right now as exciting as him.

In individual sports, there always seems to be one person who is able to connect the sport to the larger universe of pop culture, like Tank does for boxing. But skateboarding doesn't need that link. It's probably the coolest sport. So what made you go back to Tyshawn Jones?

I knew who he was and always thought he was a fly. To take a step back, I think you're right. [For] many people — especially [with] fashion, streetwear and just plain cool — there are many derivatives that come from skateboarding. Whether they skate or don't skate, I feel like skateboarding definitely influences a lot of subcultures.

If you look at Pharrell Williams, a lot of his influence came from skateboarding. Tyshawn is interesting because he seems to have the talent, the pop culture currency, and the cool appeal.

I feel like [Tank and Tyshawn] it would be the same whether he was a rapper, or a doctor, or a politician, whatever. They are and I feel we all represent the same ethos. But yeah, Tyshawn is the same thing. I was a fan of his. Then one day a mutual friend hit me up and said, “Yeah, my man wants to jump on top of one of your cars.” I said, “Let's talk.”

How long after you signed him?

That night we went out for dinner and then started talking every day after that. We just became fast friends. It's where I am and vice versa. I was like, “Hmmm. I think the combination of us working together, we can go much further together than apart.”

Were Tank or Tyshawn hesitant to sign you since this was your first time managing athletes?

Oh, no. I mean, listen, I wouldn't have any reservations either. I'm not trying to toot my own horn or anything, but I've been known to do a few things here and there. (laughs.)

How do you handle new clientele?

People try to make things look like it's the f–king Matrix and it's a Rubik's Cube. It's all the same shit. If you look at anyone in all areas of business and life, they are all the same person. Obviously, everyone is an individual, but you can transfer all the skills of competent people to different fields. So I don't think it's as hard as people try to make it out to be. Otherwise, it would be crazy to see someone like Jay-Z transform from the rapper to the entrepreneur that he is.

This story will appear in the February 10, 2024 issue Advertising sign.