Who will be the Creative Directors in the sport of the future? Big Sean and Daniel Arsham mark a new trend that unites multiple sectors
The official news of Big Sean's entry into the management of the Detroit Pistons caused a stir. The rapper who recorded Feels with Pharrell Williams and Calvin Harris and collaborated with the greats of the American rap music scene will be the new Creative Director of the franchise, with powers similar to those that the Cleveland Cavaliers gave to Daniel Arsham - American creative and designer who will combine art and sport - less than a month ago. Big Sean was born in Santa Monica, CA, but raised in Detroit. The Pistons are the team he has been rooting for since he was a child and the commitment he will put into this new role will be important. Big Sean, as well as Arsham, will lead the strategies in the areas of merchandising design, off-the-court activities and game experience.
The figure of the Creative Director is more visible in a sporting scenario such as the American one, while it is much more difficult to trace it in a football management. Often this role is incorporated by other figures and little emphasis is given to a guide that manages to be the junction point between the creative part and the more operative part. Even when you are in a position to be able to understand who is entrusted with the creative direction of a club or franchise, the background is unlikely to differ from the sports field. This is why Big Sean and Daniel Arsham are two personalities who are changing this rigid structure of the sport business.
At the moment the experiment of the "creative directors of the future" belongs almost exclusively to the NBA world. In football, the need to manage a company as a company began to develop about 10-15 years ago, but still few manage to perceive a football team as a brand in all respects. PSG, Manchester City, Juventus are the teams most ready to embrace this new philosophy and, who knows, in the future also the Bianconeri could have a sui generis Creative Director who could revolutionize the club's strategies even more.
