Authentic

Last week, sports drama series “The Greatest” debuted on Prime Video, detailing the life of Muhammad Ali and how he grew from Cassius Clay, the Olympic champion, to one of the biggest sports and civil rights icons of all time.

The show has gotten high marks from critics and counts Michael B. Jordan and Ali’s widow, Lonnie, as executive producers. But what might not be known is the role another major sports heavyweight played in its inception.

Authentic Brands Group, which owns the likeness of Ali, was inspired by the post-NBA career and platform of Shaquille O’Neal in thinking about how to tell Ali’s story to a new generation. Authentic also owns the likeness of O’Neal, who is a significant owner of the New York-based brand management company, and saw how he leveraged his basketball fame into all manner of endorsements after his retirement, from pitching Epson printers and Carnival Cruise Line to DJing at music festivals. (O’Neal also spoke with Lonnie Ali regularly, and was instrumental in helping to make her feel comfortable with the project and production team.)

“He’s still incredibly popular, and his businesses are doing amazing. It’s really all because of his platform,” Corey Salter, chief executive of entertainment at Authentic Brands Group, told me. “So what we wanted to do with Muhammad Ali, and this was a long time in the making, is what is Muhammad’s platform? How do we make that come to life again?”

Authentic Brands Group has an extensive portfolio, ranging from clothing brands (Quiksilver, Champion and Forever 21, to name a few) and media (Sports Illustrated), to likenessess of celebrities such as O’Neal, Marilyn Monroe, David Beckham and Elvis Presley. (The company recently filed lawsuits with other Presley music rights holders against AI companies Anthropic and Suno, alleging copyright infringement. Salter said the lawsuit is ongoing and that the company will “vigorously defend” its intellectual property.)

In 2023, Authentic Brands Group launched its film, TV, audio and commercial production arm that’s focused on telling stories around the company’s intellectual property.

In many ways, the origin story of “The Greatest” exemplifies how Authentic Studios thinks about its projects and why they’ve embarked on the production business.

Though Ali died in 2016, “The Greatest” will allow him to remain in the cultural zeitgeist, Salter told me.

“We are giving platforms for our living legends and our icons,” Salter said. “It just really brings him back to people that unfortunately didn’t get to see him in his prime and what he accomplished in his lifetime.”

The genesis of the studios segment goes back to the 2022 release of Baz Luhrmann’s “Elvis.”

Years earlier, Authentic Brands had licensed the Elvis IP to Warner Bros. and built a good working relationship with the Australian film director Luhrmann. But as the team sat as guests in the mezzanine section during the film’s premiere at the Cannes Film Festival, the group realized there could be more opportunities in being directly involved in production, rather than just licensing their IP.

“If we make compelling, interesting and great content, the brand should get that lift,” said Colin Smeeton, president of Authentic Studios. “It’s just a way for us to expand the reach and scope of the brands.”

The Authentic Studios banner has four labels: O’Neal’s Jersey Legends Productions, Beckham’s Studio 99, Sports Illustrated Studios and Authentic Productions, which includes all of the other Authentic-owned brands. The studio is based in Beverly Hills and has about 35 employees. The entertainment segment of Authentic Brands Group makes up about 25% to 30% of the company’s overall business, and the studio is profitable, Smeeton said.

Among the projects that O’Neal’s production company has released are a three-part docuseries on the life and career of NBA legend Allen Iverson and a Netflix show called “Power Moves with Shaquille O’Neal,” about his and Iverson’s plans to revitalize the Reebok brand. The company also has produced commercials.

“When a project comes to me, I like to do what’s known in my office as ‘Shaq it up,’” O’Neal told me in an interview. “You’ve got to allow the writers and everybody else to have their creative process, and then I’ll make it Shaq.”

What exactly does Shaqing it up entail?

“A lot of humor has to be involved,” he said. “When you get home and you turn on the TV, I want to make you smile.”

As I’ve written, IP has become the name of the game in Hollywood. With reboots and sequels, the entertainment business is betting that people will flock to familiar stories and names. Just look at the acquisition of Warner Bros. Discovery — a major draw for bidders Skydance and Netflix was the company’s extensive portfolio of IP, which includes “Harry Potter,” “The Lord of the Rings” and DC Studios.

Expanding that thinking to brands is a logical next step. After all, the success of 2023’s “Barbie” may be the best recent example of harnessing a brand name with a compelling storyline. And, for a while, that film boosted sales of Mattel’s Barbie dolls.

Authentic Studios wants to expand into digital, build on its YouTube footprint and explore vertical storytelling. The studio is developing projects based on the brand Quiksilver’s origin story and the story of retail brand Guess.

“It’s not about doing more; it’s about making sure that the projects that we do make and do develop actually matter and make them count,” Smeeton said. “If we’re going to spend the time and energy, we want to make sure that it is going to be entertaining for the viewer and the fan, but it ultimately is going to be a good outcome for the brand as well.”

Stuff we wrote

Film shoots

Number of the week

NBC News data analyst Steve Kornacki has become a mainstay of election coverage. And that paid dividends for the network last week, when its “Kornacki Cam” drew a record 29 million views across all platforms, my colleague Stephen Battaglio reported.

Kornacki’s coverage spanned 10½ continuous hours and was woven into NBC’s election night broadcast.

Final figures showed NBC averaged 6.7 million viewers in prime time, followed by ABC (5.2 million), Fox (4.31 million), CNN (4.1 million), MS NOW (3.7 million) and CBS (2.7 million).

What I’m watching

Other than watching UCLA continue its 9-0 season with a win over Minnesota this past weekend, I caught the first episode of “The Greatest,” as part of my reporting for the newsletter. The season starts with Cassius Clay’s gold medal-winning match at the 1960 Rome Olympics. I thought the acting was strong, and the theme of fighting racism and injustice at home was especially compelling.