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Overtime’s Tyler Rutstein Gives Tips for Capturing Gen Z’s Attention in a New Age of Sports Fandom
From marketing NBA stars like Derrick Rose at Adidas to growing Overtime from a simple Instagram account into a sports media powerhouse with hundreds of millions of followers across their accounts, Tyler Rutstein has had quite the career. Now, as the Chief Brand Officer and Head of Commerce at Overtime, he's using his diverse experiences to completely redefine how Gen Z engages with sports content.
In this episode of How The F**k Did You Get That Job?, Tyler takes us behind the scenes of Overtime's new-age approach to sports media. He shares insights on how the brand is challenging traditional notions of sports fandom, prioritizing authentic storytelling, and leveraging the power of social media to build a passionate community.
Whether you're in the sports media space or intrigued by the meteoric rise of Overtime, this episode has tons of valuable lessons on engaging the next generation of sports fans.
Here's what we covered:
[07:35] Tyler's early days working on basketball marketing at Reebok/Adidas
[24:05] Joining Overtime in its infancy and growing the brand
[29:48] How Overtime differentiates its content to appeal to Gen Z
[34:04] Building a strong brand identity and community around Overtime
[35:22] Partnering with athletes to co-create engaging content
[31:13] Experimenting with new content formats and platforms like TikTok
[37:58] What's next for Tyler and Overtime
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By Grit Player Services
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From marketing NBA stars like Derrick Rose at Adidas to growing Overtime from a simple Instagram account into a sports media powerhouse with hundreds of millions of followers across their accounts, Tyler Rutstein has had quite the career. Now, as the Chief Brand Officer and Head of Commerce at Overtime, he's using his diverse experiences to completely redefine how Gen Z engages with sports content.
In this episode of How The F**k Did You Get That Job?, Tyler takes us behind the scenes of Overtime's new-age approach to sports media. He shares insights on how the brand is challenging traditional notions of sports fandom, prioritizing authentic storytelling, and leveraging the power of social media to build a passionate community.
Whether you're in the sports media space or intrigued by the meteoric rise of Overtime, this episode has tons of valuable lessons on engaging the next generation of sports fans.
Here's what we covered:
[07:35] Tyler's early days working on basketball marketing at Reebok/Adidas
[24:05] Joining Overtime in its infancy and growing the brand
[29:48] How Overtime differentiates its content to appeal to Gen Z
[34:04] Building a strong brand identity and community around Overtime
[35:22] Partnering with athletes to co-create engaging content
[31:13] Experimenting with new content formats and platforms like TikTok
[37:58] What's next for Tyler and Overtime