According to Face2Face Africa, Hollywood superstar Michael B. Jordan has successfully bought back the minority stake in his marketing agency, Obsidianworks, making the firm fully independent once again. The stake was previously held by WME Group’s 160over90, which had invested roughly $20 million into the venture back in 2021.
The move is described as a strategic pivot to allow the agency to “move faster” and take more creative risks without the constraints of a larger corporate parent. Obsidianworks, founded by Jordan and former Nike executive Chad Easterling, has been a key player in culture-led marketing since its launch in 2019.
Jordan’s decision to regain 100% ownership aligns with a broader trend of Black creators and entrepreneurs seeking “true autonomy” over their intellectual property and business operations. The agency plans to expand its global footprint, particularly in the sports and lifestyle sectors where Jordan has significant influence.
AdAge originally reported the buyback, quoting CEO Chad Easterling as saying, “Now feels like the right time because we want to begin to move faster.” Face2Face Africa added that the move is “aimed at helping Obsidianworks grow faster and be more deliberate.”
Echotitbits take: Michael B. Jordan is proving he’s as much a mogul as he is a movie star. In an industry where most celebrity “businesses” are just licensing deals, owning your agency outright is a power move. This gives him a direct pipeline to control how his own brand—and others—interact with global culture.
Source: Face2Face Africa — https://face2faceafrica.com/article/michael-b-jordans-marketing-agency-goes-back-to-being-fully-independent-after-buying-back-stake March 17, 2026
Photo Credit: Rolling Stone
