Actor, director, and entrepreneur Michael B. Jordan is making major boss moves behind the scenes. His marketing and creative agency, Obsidianworks, has officially bought back its minority stake from Endeavor’s 160over90, returning the company to full independence.
Co-founded by Jordan and former Nike executive Chad Easterling, Obsidianworks was created to rethink the traditional agency structure and connect brands with diverse consumers. In 2021, the agency took on a strategic investment from the cultural marketing agency 160over90, a deal reportedly valued at around $20 million, to help accelerate its early efforts.
The partnership did exactly what it was supposed to do. Easterling, who serves as CEO, noted that 160over90 helped them build the necessary structure and foundation. Instead of operating as a small shop juggling one or two projects, the backing allowed Obsidianworks to scale up quickly and tackle multiple major campaigns simultaneously. However, according to Easterling, regaining independence was always the endgame.
“Now feels like the right time because we want to begin to move faster, take more risks, and define our own growth trajectory without constraints,” Easterling explained, according to Ad Age. “Being independent is a strength and has benefits. It allows us to move quickly and focus on delivering measurable impact for clients without as many layers.”
So, where is the newly independent agency headed next? With the buyback complete, Obsidianworks is sharpening its focus on a powerhouse demographic it calls “New Money America.”
As the “Great Wealth Transfer” sees assets shift from Baby Boomers to Millennials, this younger, culturally fluid, and diverse generation is fundamentally changing how influence and wealth operate. Easterling is quick to point out that this audience isn’t just a niche; they are the core growth engine that major brands are desperate to reach.
“We’re not just talking about Black consumers or multicultural consumers—we’re talking about that entire demographic across every background and nationality,” Easterling shared.
While the agency is widely respected for its authority in multicultural marketing, he emphasized that they were never meant to just be “diversity consultants.” Instead, they consider themselves builders. “Typically, I say we’re an agency—or I say we’re an enterprise. We’re a construction company for brands and New Money America”.
The strategy is clearly paying off. Obsidianworks already boasts an impressive roster of heavyweight clients, including Nike, Converse, Jordan Brand, Meta, Target, and Spanx. With a current team of about 20 employees, the agency is looking to expand, with plans to hire up to a dozen more people in the coming months.
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