Michael B. Jordan is building something bigger than Hollywood. The “Creed” and “Black Panther” star have quietly assembled a business portfolio that extends far beyond acting, with his marketing agency Obsidianworks at the center of his entrepreneurial ambitions. In a major move announced this month, Obsidianworks repurchased the minority stake held by Endeavor’s agency 160over90, returning the company to full independence after a five-year partnership that began in 2021 . The buyback positions the agency, co-founded with former Nike executive Chad Easterling, to accelerate its growth on its own terms.
The separation was never about conflict. Easterling, who serves as Obsidianworks’ CEO, made clear that independence was always part of the plan. “When we entered the partnership, going independent was always part of the plan as well,” he told Ad Age. “For them, and for them, it was really about wanting to help us get established, help us get the fundamentals and structure in place.”
The 2021 investment from 160over90, valued at roughly $20 million at the time, gave the young agency the infrastructure it needed to scale quickly . During the partnership, Obsidianworks developed projects like the Legacy Classic, a nationally televised HBCU men’s basketball showcase in Newark, New Jersey, proving the agency could deliver at a national level.
Founded in 2019, Obsidianworks grew from Jordan’s firsthand observations of a gap in the market. Easterling explained that Jordan’s dual perspective, as an actor working with studios and as a brand ambassador partnering with corporations, revealed how poorly companies understood key audiences.
“Mike saw an opportunity from his side as an actor, working with studios and production companies that were asking him about connecting with consumers, and as a brand ambassador working with brands and trying to connect to consumers,” Easterling said.
The agency focuses on what it calls “New Money America”, a younger, diverse, entrepreneurial generation reshaping wealth and influence. “They’re not niche,” Easterling emphasized. “They are the growth engine many brands are trying to get to but not recognizing”.
The founders deliberately structured Obsidianworks to outlast Jordan’s personal involvement. “We didn’t want this to be where he’s trying to walk us into every single door, and he feels that pressure,” Easterling noted.
Today, the agency’s client roster reads like a who’s who of global brands: Nike, Converse, Jordan Brand, Meta, Target, and Spanx. With about 20 employees currently, Obsidianworks plans to add up to a dozen more in the coming months as it pursues new opportunities independently.
The timing of the buyback reflects the agency’s maturation. Easterling explained that operating independently will allow Obsidianworks to move faster and take bigger risks. “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,” he said. “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.”
Obsidianworks isn’t Jordan’s only business venture. His production company, Outlier Society, continues to expand its footprint across film and television. The banner recently scored a first-look deal with Warner Bros, building on years of partnership that began with the 2019 film “Just Mercy” . Outlier Society was also the first production company to adopt an inclusion rider, mandating diversity in hiring across its projects.
On the TV side, Amazon Prime Video recently ordered “Delphi” to series, a live-action show set within the “Creed” universe’s Delphi Gym. Jordan and Liz Raposo executive produce through Outlier Society, with Marco Ramirez serving as showrunner. The series marks the first live-action extension of the “Creed” franchise and will premiere globally on Prime Video.
With Obsidianworks now fully independent, Outlier Society expanding its production slate, and a Warner Bros first look deal in place, Jordan’s business empire shows no signs of slowing. He continues to balance these ventures with acting roles, recently appearing in “Black Panther: Wakanda Forever” and preparing for future projects.
For Easterling and Jordan, the Obsidianworks buyback isn’t just a financial transaction, it’s a statement about how they intend to operate moving forward. “We’re builders,” Easterling said, describing the agency’s ethos. “We’re a construction company for brands and New Money America”.
