In partnership with

Welcome to this week’s edition of The Baseline!

If this newsletter was forwarded to you, make sure you subscribe so you get it straight in your inbox—I publish marketing and creator insights on basketball culture every Wednesday and Friday, and it's always free.

Let’s dive right into it…

CREATOR BLUEPRINT

Over 10,000 creators just applied for 60 spots in a brand's paid creator program, but follower count had nothing to do with who got picked.

For years, sports marketing was built around big name celebrities, superstar athletes, and large-scale influencers.

Brands believed bigger audiences meant better results, but today’s algorithms reward authentic content, not follower counts.

This is why the micro-creator is becoming the most powerful storyteller in sports.

That's exactly why Dick's Sporting Goods built their Varsity Team creator program around the everyday sports creator.

They now have a network of a variety of creator archetypes sharing real, everyday stories about their sports journeys and DSG products.

The results of last year's program speak for themselves: 2,500+ pieces of content, more than 40 million impressions, and brand integrations in 20+ campaigns alongside retail partners such as adidas and New Balance.

Those results were so strong that DSG’s executive team expanded the Varsity Team creator roster in 2026.

Varsity Team isn't just a seasonal marketing campaign but the digital distribution infrastructure behind a company that's been building the future of sports retail.

This has helped the brand double its sales over the past decade and has its app sitting at the top of the App Store rankings right now.

I've seen this shift firsthand building creator programs across basketball culture.

For one NBA player's brand, we partner with over 30 micro creators and their content drives millions of views, massive follower growth, and more than seven figures in revenue.

In 2026, the most valuable marketing asset isn’t just reach but trust, especially in a world where AI makes everything hard to believe online.

The Future of Tech. One Daily News Briefing.

AI is moving faster than any other technology cycle in history. New models. New tools. New claims. New noise.

Most people feel like they’re behind. But the people that don’t, aren’t smarter. They’re just better informed.

Forward Future is a daily news briefing for people who want clarity, not hype. In one concise newsletter each day, you’ll get the most important AI and tech developments, learn why they matter, and what they signal about what’s coming next.

We cover real product launches, model updates, policy shifts, and industry moves shaping how AI actually gets built, adopted, and regulated. Written for operators, builders, leaders, and anyone who wants to sound sharp when AI comes up in the meeting.

It takes about five minutes to read, but the edge lasts all day.

Sign Up. Look Smart.

FREE THROWS

Sharing the tools and resources that I’m using this week:

👁️ Eyecandy - A visual inspiration platform for filmmakers, creators, and video editors.

☑️ Anymark - Design a logo and brand kit using these templates, created from research and analysis of over 2,000 of the world's most successful brands.

🧩 Creator Match - The monthly newsletter for brands and creators working across SaaS, tech, B2B and AI.

The LED Device Clinics Actually Use.

Not all light therapy is created equal.

Celluma is FDA-cleared for wrinkles, acne, pain relief, hair growth, and body contouring — and trusted by physicians worldwide. Professional-grade wavelengths. Patented flexible design. Clinically validated results. If you want the serious version of LED therapy, this is it.

Get Up To $300 Off

_{Results vary. Consistent use required.}

POST-GAME

Thanks for reading! Here are a few ways we can stay connected:

🤝 Partner With Me: I work with brands, athletes and creators across their brand strategy, digital media, creator programs, partnerships, and marketing growth. Interested in working together? Get in touch here.

📊 Be First: I’m building Future Blueprint Sports — the definitive discovery and intelligence platform for sports marketing and creator culture. Get early access today.

👋 Stay Connected: Enjoyed this newsletter? Share it with a friend or colleague. Also follow me on LinkedIn, Instagram, YouTube, and TikTok for more sports marketing and creator insights.

Thanks and see you later this week!

- Jeff Chen | 🏀💡👨🏻‍💻