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Welcome to this week’s edition of The Baseline!

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I publish marketing and creator insights on basketball culture every Wednesday and Friday, and it's always free.

Let’s get right into it…

MARKETING BLUEPRINT

This NBA superstar is on a side quest to prove he can beat anyone at any sport, but instead of just talking about it, he turned it into a Serious Business.

Sports fans always want more access, personality, and competition from their favorite athletes, but most athletes never deliver on those demands.

That’s where Anthony Edwards and his ThreeFifthsMedia company saw a unique creative insight and opportunity.

They turned his competitive drive into an entire universe on Amazon Prime Video with their new show, Serious Business.

The series is a simple concept but perfectly on-brand, as Anthony Edwards challenges elite athletes and celebrities across different sports.

This idea was pulled straight from years of viral videos of Ant saying he could dominate any game and any sport.

The show’s real differentiator, though, is how Anthony Edwards continues to infuse his brand while putting his entire crew on:

His best friend Nick Maddox is the host, his brother BDifferent delivers surprise performances, and he even build out the show’s set to match his signature Georgia Peach colorway from his adidas Believe That campaign.

This show isn’t just another piece of content but another layer to Anthony Edwards world-building for his personal brand.

Because in basketball or ping pong, Anthony Edwards is building his global brand on confidence, belief and charisma.

That foundation is why millions of people across the world don’t just follow Ant Man but believe that he’s the one.

How much could AI save your support team?

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FREE THROWS

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

🎬 2026 State of Content - The Cut30 team breaks down the short-form video playbook for 2026, explaining how formats, expertise, and pillars will help you succeed.

📰 Breaking and Entering Media - Fast and Fun Marketing News, as this new-age social media company, breaks down the marketing industry’s latest news and insights.

📲 2026 Social Media Forecast - Another forecast for social media is provided by the team at Sked Social, breaking down the latest trends, case studies, and content formats that they predict will be seen in 2026.

Why AI Isn’t Replacing Affiliate Marketing After All

“AI will make affiliate marketing irrelevant.”

Our research shows the opposite.

Shoppers use AI to explore options, but they trust creators, communities, and reviews before buying. With less than 10 percent clicking AI links, affiliate content now shapes both conversions and AI recommendations.

Download the full report

POST-GAME

Thanks for reading—I’ll see you back here later this week!

And if you enjoyed reading today’s newsletter, please share it with one friend.

- Jeff Chen | 🏀💡👨🏻‍💻