Hi, I’m Ernest.

I write things and build things, mostly at the intersection of sports, culture, and brand.

Sometimes that means writing a book.

Sometimes it means speechwriting for a mayoral campaign.

Sometimes it means arguing that a 1994 Starter jacket is a more honest piece of storytelling than most ad campaigns released this year.

I'm the author of The Shop: Where Culture Shapes Up (Simon & Schuster), the official companion book to LeBron James's HBO series — foreword by LeBron himself. Before that, I was part of the team that launched Twitter Spaces, where the programming work around moments like the World Cup and #TitleIX picked up two Clios, a Cannes Lion, and a Webby. More recently,

I led speechwriting and worked on the comms team for Mary Sheffield's campaign to become Detroit's first woman mayor — which meant the same job, really: figure out the true story, then tell it well.

Right now I'm Senior Director of Marketing & Creative at 98Forward, and I run Gameday Grails, a vintage sportswear media brand I built from nothing — video, editorial, a newsletter, and collaborations with WNBA athletes like Kelsey Plum and A'ja Wilson. It's the clearest proof I've got that I don't just talk about culture, I build things inside it.

Along the way I've done brand and creative work for Nike, Jordan Brand, Red Bull, Meta, Twitch, and New Balance, and written for GQ, Rolling Stone, New York Magazine, Complex, and Pitchfork, among others.

I live in Detroit with my family, but I'll travel for the right consulting engagement.

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