Business of Sports: Storytelling, Strategy & Swish Cultures

Last year, I had the opportunity to help host an event that brought the business of sports into sharper focus—through the lens of culture, ownership, and the future of media.

Jordan Richard and Ashten Smith-Gooden, the brother-sister team behind Swish Cultures, joined us for a powerful fireside chat on what it means to build something for athletes—by athletes. Their vision is unapologetically bold: reshape how stories are told, who gets to tell them, and how that narrative power creates real opportunity.

Jordan shared how his journey—from underdog player to founder—fueled his commitment to performance data, overseas talent, and visibility for athletes who are often overlooked. Ashten spoke with clarity and conviction about representation, innovation, and what it looks like to grow a company rooted in purpose and profit.

Swish isn’t just building media. They’re building belonging—with strategy, culture, and a whole lot of vision.

We also featured a basketball-inspired silent auction, raising funds through signed jerseys, exclusive memorabilia, and curated experiences. The energy was real, the bidding was intense, and the community showed up.

Events like this remind me that sport is so much more than the game. It’s media, memory, movement—and yes, it’s business too.