“Beast Mode” Poised to Help NFLers Tackle “Takin’ Care of their Mentals and Stackin’ Chicken”
WASHINGTON, D.C. – The NFL Players Association is excited to announce that All-Pro running back and Super Bowl champion Marshawn Lynch will serve as the union’s first ever chief brand ambassador. In this role, Lynch will support the development of players past, present, and future both on and off the football field.
Over the course of his 13-year career, Lynch demonstrated a passion for helping his fellow NFLPA player members succeed. From providing financial wisdom through his experience as an entrepreneur to mentoring others on the realities of the business of football, Lynch serves as a strong example of how athletes are more than the sports they play. As a NFLPA chief brand ambassador, the five-time Pro Bowler will work with union leadership to ensure its 2,000+ members get the most out of football, providing strategic support and insight for the many athlete-driven programs, resources and revenue growth opportunities available to players.
“Few players have used their platforms to build leverage for both their individual success as well as the success of all players like Marshawn has – all while remaining true to himself and his values,” said NFLPA Executive Director DeMaurice Smith. “Having him on board as our chief brand ambassador and mentor who has been in their shoes is a huge win in furthering our mission as a full-service union to our men on and off the field.”
Lynch is taking an important step in his commitment to athletes, using his influential voice and powerful platform to support initiatives like the already successful #AthleteAnd engagement campaign and content series, which shifts the outdated narrative of “sticking to sports” and encapsulates the pursuit of a career outside of sports. He will also interface with other athletes and partners through events and social media; mentor his fellow members one-on-one; and, foster business opportunities through the union’s for-profit marketing and licensing arm, NFL Players Inc.
“I’m always tryin’ to make the most out’ta my time and opportunities. Ya’ feel me? If you make it through pee wee, high school, college and you’re lucky enough to call yourself an NFL player, you’re in a situation to create and take part in hella opportunities, but you have to understand that you only get a little bit of time in that uni’, so you gotta max it out and put yourself in a position to make plays on and off the turf,” Lynch said. “By partnering with the NFLPA and working with De Smith, I can share my path, pass down what I’ve been through and seen, so players can see what’s really out there for them and tap in to all the resources that their teams, communities and the PA have available. I wanna put them in positions to be successful in every facet of their lives from building businesses based on their passions to of course takin’ care of their mentals and stackin’ their chicken.”
While playing at a high level on the football field, Lynch also made his mark as a businessman and philanthropist. In early 2014, Lynch officially launched his Beast Mode lifestyle and performance brand, which features his own Beast Mode-branded apparel line, numerous product licenses, past and current collaborations, and retail store operations. In 2020, he entered an exclusive partnership with Fanatics, marking the first time that the online retailer had struck an e-commerce deal with an individual athlete.
As one of sports’ most progressive and active businessmen, in 2021 Lynch launched Dodi Blunts, a California-based cannabis company; joined the ownership group of the Oakland Roots SC of the USL Championship men’s soccer league and the Professional Fighters League, an MMA platform; and expanded his investor/equity stakeholder portfolio to include more than a dozen privately held companies. Additionally, Lynch’s Beast Mode Marketing represents athletes including Najee Harris and Marcus Peters. Beast Mode Productions, a film and television company, is also part of the portfolio and has grown over the past few years.
The highly sought-after brand ambassador boasts numerous endorsement deals and has also made several cameos as an actor. Focused on growing generational and community wealth, Lynch has always included members of his immediate and extended family in his businesses, offering them opportunities to learn, grow, and participate in the full success—he owns and operates Rob Bens, an Oakland-based restaurant where his aunt is the executive chef, and a part of his all proceeds goes to the Fam1ST Family Foundation that he co-founded with NFL players Josh Johnson and Marcus Peters. Marshawn is represented by Doug Hendrickson, President of Football at Wasserman.
About the NFL Players Association:
The National Football League Players Association is the union for professional football players in the National Football League. Established in 1956, the NFLPA has a long history of assuring proper recognition and representation of players’ interests. The NFLPA has shown that it will do whatever is necessary to assure that the rights of players are protected—including ceasing to be a union, if necessary, as it did in 1989. In 1993, the NFLPA again was officially recognized as the union representing the players and negotiated a landmark Collective Bargaining Agreement with the NFL. The current CBA will govern the sport through the 2030 season. Learn more at www.nflpa.com.
About NFL Players Inc.:
NFL Players Inc., the licensing and marketing arm of the NFLPA, connects businesses to the power of NFL players. NFL Players Inc. creates customized business solutions for partners, through licensing, marketing strategy and player activations. For more information, please visit nflpa.com/players.