Written in partnership with Kody Boye
Photo: Nicky Gathrite by benjixbenji
Nicky Gathrite, a visionary in talent management and marketing, continues to make waves following the monumental sale of his stake in Unruly Agency in late 2023. Gathrite’s new venture, Elevate Agency, is demonstrating significant promise and momentum, solidifying its position as a transformative force in sports and entertainment management.
Unruly Agency: A Legacy of Empowerment and Growth
Under Nicky’s tenure at Unruly Agency, the company achieved remarkable feats that reshaped the landscape of the paywall industry. His strategic leadership was instrumental in employing hundreds of talented individuals, even through the challenging times of COVID-19. Gathrite’s visionary approach catalyzed massive growth in paywall platforms, creating new opportunities and revenue streams for creators everywhere. His knack for blending creativity with business acumen set new benchmarks in the industry, fostering a community built on mutual upliftment and collaboration.
With Unruly Agency continuing its dominance under the adept leadership of co-founder Tara Electra, Gathrite’s focus has shifted towards trailblazing the field of sports and entertainment management through Elevate Agency. Both agencies are distinguished by their commitment to empowerment, excellence, and innovation.
Elevate Agency: A Beacon of Promise and Momentum
Since its inception in Q4 of 2022, Elevate Agency has shown significant promise in the talent management arena. Gathrite’s innovative approach prioritizes building businesses around the personal brands of athletes and entertainers, empowering them to control the longevity of their careers and public personas.
Photo: Nicky Gathrite and Zay Wilson by Jerrit Clark
Elevate has already facilitated remarkable opportunities for its talent. Rising country music star Zay Wilson booked 6 performances at the biggest events during Stagecoach weekend, while Stefanie Quenville performed at LIV Miami, one of America’s hottest venues during the F1 weekend. Additionally, professional athletes like Jared Vanderbilt have been featured in major publications such as Galore Magazine. Chase Demoor, reality TV star and pro boxer, along with WNBA star Rae Burrell, have booked national endorsement campaigns, showcasing the agency’s ability to place talent in the best position for high-profile opportunities. Elevate also helped facilitate deals during the Super Bowl in Las Vegas for major celebs like Tyga and Rich The Kid and more.
Photo: DJ Quenville by LIV Miami
Photo: Rich The Kid and Nicky Gathrite by Mallory Suzanne
Strategic Partnerships and Early Successes
Elevate’s innovative strategies have attracted strategic partnerships with top-tier brands such as Nike, Walmart, Jordan, Reign, Target, Adidas, Fabletics, GNC and more. Within the first year and half, the agency has developed an impressive roster that includes professional and college athletes, as well as music artists and celebrities, positioning itself as a game-changer in the industry.
Photo: Dr. Robin by Bellikemike
Elevate Agency has also struck significant partnerships with iconic institutions like the Drew League, which hosts basketball legends such as LeBron James and Kyrie Irving. Elevate also hosted the most successful event of Coachella weekend, along with most the most recent Rosé Day event in Los Angeles. These partnerships are vital for building community and culture, aligning with Elevate’s mission to foster connections and create impactful experiences for talent and fans alike. By associating with such renowned events, Elevate reinforces its commitment to community engagement and cultural enrichment.
Photo: Frank Nitty and Nicky Gathrite by Bellikemike
Looking Ahead: A Bright Future for Elevate Agency
As Nicky Gathrite dedicates his attention to Elevate Agency, the industry watches with anticipation. His track record of success and innovative approach to talent management suggest that Elevate Agency is well-positioned to redefine the norms of sports and entertainment management. Gathrite’s journey is a testament to the power of vision, expertise, and determination.
With Elevate Agency, Nicky Gathrite is not just building a company; he’s shaping the future of how talent can become their own brand in the ever-evolving digital world. The industry awaits the next chapter of this remarkable story, confident that it will be as groundbreaking and successful as Gathrite’s past endeavors.
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