Michael B. Jordan's Marketing Agency Regains Independence

Obsidianworks prepares to reach young and diverse audiences as it buys back stake from 160over90.

Mar. 17, 2026 at 4:49pm

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Michael B. Jordan's marketing agency, Obsidianworks, has regained its independence after buying back its stake from marketing agency 160over90. Obsidianworks was launched in 2020 by Jordan and former Nike executive Chad Easterling, with 160over90 providing a $20 million investment in 2021 to help accelerate the agency's efforts. Now, Obsidianworks is positioning itself to target a 'younger, more diverse and culturally fluid generation' as it prepares for the 'Great Wealth Transfer' from Baby Boomers to Millennials.

Why it matters

Obsidianworks' regaining of independence allows the agency to move faster, take on more risk, and operate with no constraints as it scales to reach a younger, more diverse audience. This aligns with Jordan's mission for equity in Hollywood and his push for diversity in the entertainment industry.

The details

In 2020, Jordan launched Black-owned and led marketing agency Obsidianworks, alongside former Nike executive Chad Easterling. The venture was supported by a $20 million investment in 2021 from cultural marketing agency 160over90, which helped accelerate the agency's efforts and provided greater credibility. Now, Obsidianworks has bought back its stake from 160over90, allowing it to position itself in preparation for the 'Great Wealth Transfer' from Baby Boomers to Millennials, which is expected to be the largest transfer of assets to date.

  • Obsidianworks was launched in 2020.
  • In 2021, 160over90 provided a $20 million investment in Obsidianworks.
  • Obsidianworks has now regained its independence in 2026.

The players

Michael B. Jordan

An actor who launched the Black-owned and led marketing agency Obsidianworks in 2020.

Chad Easterling

A former Nike executive who co-founded Obsidianworks with Michael B. Jordan.

160over90

A cultural marketing agency that provided a $20 million investment in Obsidianworks in 2021.

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What they’re saying

“You know what you get when you're dealing with myself and when it comes to [the] workplace, you have an environment that's reflective of the world that we all live in.”

— Michael B. Jordan

“Mike saw an opportunity from his side as an actor — working with studios and production companies that were asking him about connecting with consumers — and as a brand ambassador working with brands and trying to connect to consumers.”

— Chad Easterling, Co-founder, Obsidianworks

“We're not just talking about Black consumers or multicultural consumers — we're talking about that entire demographic across every background and nationality. They're bringing about the largest transfer of wealth, and they operate differently than millennials and Gen X.”

— Chad Easterling, Co-founder, Obsidianworks

What’s next

Obsidianworks is positioning itself to target a 'younger, more diverse and culturally fluid generation' as it prepares for the 'Great Wealth Transfer' from Baby Boomers to Millennials.

The takeaway

Obsidianworks' regaining of independence allows the agency to better align with Michael B. Jordan's mission for equity in Hollywood and his push for diversity in the entertainment industry, as it seeks to reach a younger, more diverse audience during a significant generational wealth transfer.