Obsidianworks Reclaims 160over90 Stake Following $20M Valuation, Eyes New Money America
Obsidianworks repurchased Endeavor’s 160over90 stake, returning to full independence as part of its growth strategy targeting “New Money America.” Founded by Michael B. Jordan and ex-Nike executive Chad Easterling in 2019 and initially valued at $20 million, the agency plans to expand its consumer-focused initiatives.
1. Full Independence Achieved
Obsidianworks regained full independence by repurchasing the minority stake from Endeavor’s 160over90, concluding a partnership that began in 2021 with an initial valuation near $20 million.
2. Strategic Growth Focus
Co-founded in 2019 by Michael B. Jordan and former Nike executive Chad Easterling, the agency plans to leverage its independence to accelerate growth and refine its focus on a consumer segment it calls “New Money America.”
3. Partnership Impact and Key Projects
During its collaboration with 160over90, Obsidianworks scaled operations, managed multiple overlapping campaigns, and developed initiatives such as the Legacy Classic HBCU men’s basketball showcase.
4. Expansion into New Consumer Demographics
With full control restored, the agency will broaden its approach to younger, diverse, entrepreneurial demographics across all backgrounds, positioning itself as a growth engine for brands seeking this segment.