marketing

It felt like the Olympics. Crowds cheering. The American flag standing tall above the bleachers. Trainers jumping with anticipation. A swimmer staring in disbelief at the clock after his final stroke. The Jumbotron announced: Kristian Gkolomeev — 20.89 seconds. A new world record in the 50-meter freestyle.

Well, kind of.

I’ve left out some details. There was only one swimmer. The crowd? Just doctors, trainers and filmmakers. This was not in an Olympic city nor an Olympic year, but in Greensboro, N.C., in 2025. And there were no iconic rings on the banners, just “Enhanced Games.”

Yes, Gkolomeev swam faster than César Cielo, the official record holder at the time (20.91 seconds). But he did it “enhanced” — a polite way to say that he used performance-enhancing drugs. At the Enhanced Games, doping isn’t punished. It’s required.

The concept, as described by the organization: “to create the definitive scientific, cultural and sporting movement that safely evolves mankind into a new superhumanity.”

Backed by investors such as Peter Thiel and Donald Trump Jr.’s 1789 Capital, the Enhanced Games embodies a techno-utopian ideal: athletes as canvases for chemical optimization, testing the limits of human health for a lot of money. Gkolomeev earned $1 million for his record.

So far, the competition has happened at one-off pop-up events. But in May, Las Vegas will host the first full-scale Enhanced Games, a four-day meet in swimming, track and field, and weightlifting. The group advertises a “potential prize purse of $7.5 million for just a single day of competition,” plus appearance fees.

Does it need to be said? Apparently yes: The Enhanced Games glorifies the risky use of enhancement drugs.

Steroids can harden arteries, elevate stroke risk, damage the liver and permanently alter hormone systems. They are not electrolyte tablets or a little preworkout creatine. If Lance Armstrong had been rewarded — rather than sanctioned — for doping, what would have happened to competitive cycling?

Fans — and especially kids — mimic their idols. As risky as the drugs are for athletes at the Enhanced Games, with its “medical commission” to give the illusion of safety, the substances are even more dangerous when used by people without medical supervision.

The games also expose the economic neglect that drives athletes toward such competition. As Benjamin Proud, the British silver medalist who recently joined the Enhanced Games, put it: “It would have taken me 13 years of winning a World Championship title in order to win what I could win in one race at these games.”

Indeed, the Enhanced Games might look like an easy way out. Only nine swimmers worldwide received prize money and performance bonuses above $75,000 in 2025, according to World Aquatics.

Investors clearly hope to make money off the games as well. The organization is moving closer to becoming a publicly traded company. The economics are not mysterious.

But the Enhanced Games are not just another sporting event. They are an arena for biomedical experimentation and should be regulated as such. The games should face limits similar to those imposed on other high-risk industries, including age restrictions and strict advertising rules.

We already know how to govern legal, profitable activities that carry serious health risks.

In the United States, that means oversight from the Food and Drug Administration and the Federal Trade Commission — bodies that regulate drug protocols and police misleading commercial claims. A steroid-based competition should not be treated as a sport but as a medical experiment and a marketing stunt.

Regulations on pharmaceutical advertising offer a useful model for the Enhanced Games. Prescription drugs are advertised every night on television, but only under strict rules. They require fair balance (content must present benefits and risks with comparable prominence, readability and duration) and a “major statement” of risks (most serious risks must be spoken aloud and not obscured by visuals or music).

Right now, when you play Gkolomeev’s “world-record” video on YouTube, a medical-risk warning appears for barely five seconds — then vanishes. If a cholesterol drug must audibly warn viewers of stroke risk, why shouldn’t a steroid-based competition do the same?

Enhanced Games content should be accompanied by clear warnings of the risks of performance-enhancing drugs and be clearly labeled, age-gated and distributed as high-risk content more akin to pornography than to a boxing match.

Prohibition is not the answer. Trying to shut down these games only fuels a controversy-driven brand. Just recently, the Enhanced Games sued organizations such as World Aquatics and the World Anti-Doping Agency, alleging antitrust violations and that blocking athletes from participating at the Enhanced Games is illegal. As those organizations fight back, they will be seeking to protect the integrity of mainstream sports, but they will also inadvertently be promoting the Enhanced Games.

If we want kids to admire clean athletes rather than those using banned drugs, the Las Vegas launch must not reach the world as a Super Bowl would. The Enhanced Games should not be televised or allowed to stream online to minors. Otherwise, Las Vegas, in May, risks becoming an unregulated public-health experiment mislabeled as a sporting event.

Fabricio Ramos dos Santos is a lawyer, entrepreneur and sports investor.

The Walt Disney Co. has begun a broad round of layoffs, which will result in 1,000 jobs being cut across multiple divisions within the Burbank entertainment giant.

The layoffs, which began Tuesday, will ripple across Disney’s television and movie studios, sports giant ESPN, its product and technology unit, corporate functions and marketing, according to a person familiar with the retrenchment but not authorized to comment.

Chief Executive Josh D’Amaro notified Disney staff members about the looming cuts on Tuesday morning. In the message, viewed by The Times, D’Amaro acknowledged the elimination of roles would be difficult.

The move follows Disney’s announcement in January that it would consolidate Disney’s sprawling marketing division.

“Over the past several months, we have looked at ways in which we can streamline our operations in various parts of the company to ensure we deliver the world-class creativity and innovation our fans value and expect from Disney,” D’Amaro said in the note.

“Given the fast-moving pace of our industries, this requires us to constantly assess how to foster a more agile and technologically-enabled workforce to meet tomorrow’s needs,” D’Amaro wrote. “As a result, we will be eliminating roles in some parts of the company and have begun notifying impacted employees.”

The cost-cutting is one of the first major moves since D’Amaro became chief executive last month.

After officially taking the reins, D’Amaro told employees he wants the company — which includes film and TV studios, a tourism division, streaming services and live sports programming — to operate as “one Disney,” saying the global businesses all play a role in deepening consumers’ relationship with the brand and its characters.

Traditional entertainment companies have been reeling from the steady erosion of what was once an economic pillar — programming fees from ESPN, Disney Channel and other popular outlets.

Last week, Sony Pictures Entertainment said it planned to cut hundreds of its employees worldwide as it looked to restructure its business. Paramount Skydance, since its takeover by David Ellison, has eliminated more than 2,000 jobs. Even Netflix has jettisoned jobs.

Disney erased at least 8,000 jobs after D’Amaro’s predecessor, Bob Iger, returned for his second stint as CEO in November 2022. Iger determined that Disney was cranking out too many TV shows and made-for-streaming movies, many of which didn’t live up to the company’s high standards of quality and diluted its blockbuster franchises.

This year, the company has been centralizing its operations, including folding its marketing for entertainment, sports and experiences into a single division that reports to Asad Ayaz, its chief marketing officer.

The streamlining is a way to reduce expenses and better organize a sometimes confusing reporting structure.

“Despite these difficult decisions, I remain optimistic about where we’re headed as a company,” D’Amaro said in Tuesday’s note.

“Compassion and respect remain at the heart of our company,” D’Amaro wrote. “As we move forward through this transition, our priority is to support those impacted and help each person navigate what comes next with resources, guidance, and direct support.”

“I’m deeply grateful for all of your contributions and for the dedication, professionalism, and care you bring to your work each day,” D’Amaro said. “Even in challenging moments, you continue to demonstrate what makes Disney so special.”

TikTok advertising leader Khartoon Weiss is leaving the short-form video company, joining a wave of American executives stepping down over the past year.

Weiss is departing to pursue a new opportunity, the company said Tuesday. She had been at the video service for nearly six years, most recently in charge of TikTok’s global brands and agency business for North America.

Other recent departures have included global head of creators, Kim Farrell, who left earlier this year after almost six years, and Blake Chandlee, who departed in 2025 after leading advertising and marketing for six years.

Michael Beckerman, a public policy executive who helped lead TikTok’s fight against a US ban, also exited last year, as did music chief Ole Obermann. And Erich Andersen, who served as US-based general counsel for TikTok and its Chinese parent ByteDance Ltd., left that role in 2024.

Though ByteDance spun off key parts of its US business in January — part of a national security deal brokered by the Trump administration — the Chinese company remains in control of the advertising and marketing arm. In March, Weiss was the star of TikTok’s first major event since this tumultuous regulatory saga came to a close following more than half a decade.

“We’re going to kick into fifth gear,” Weiss said at the event. “We’re going to completely accelerate.”

In a memo this week, Weiss told advertisers that a search was underway for a replacement. The message was first reported by Digiday.

ByteDance regularly restructures TikTok teams and shuffles leaders. In some cases, it’s enlisted leaders or personnel who worked in China, angling to replicate the success it’s enjoyed in that country with TikTok’s sister app, Douyin.

Levine writes for Bloomberg.

Walt Disney Co.’s incoming president and chief creative officer, Dana Walden, has unveiled her leadership team, which includes several familiar faces from the company’s film, television and marketing units.

Walden will become Disney’s first woman president on Wednesday. She will report to Josh D’Amaro, who will succeed Bob Iger as Disney’s chief executive, following the company’s annual meeting with shareholders and its high-profile leadership handoff.

Walden’s senior team includes her longtime creative partner, Alan Bergman. As chairman of Disney Entertainment and Studios, Bergman will continue to oversee Disney’s film studios, including production, marketing and distribution.

Bergman also will retain oversight of Disney’s streaming programming in concert with Walden.

Disney executives Joe Earley and Adam Smith were named co-presidents of Disney’s entertainment direct to consumer offerings — Disney+ and Hulu. Both executives will be responsible for strategy and financial performance and report to Walden and Bergman.

Earley and Walden worked together when they were Fox executives; Earley will also serve as head of content strategy.

Smith continues in his role as Disney Entertainment chief product and technology officer. He also will continue to collaborate with ESPN Chairman Jimmy Pitaro on matters related to ESPN and ESPN+.

Debra OConnell will step into a newly-formed role as chairman of Disney Entertainment Television.

She will have a broad TV portfolio that includes ABC Entertainment, Disney-branded cable channels, Hulu Originals as well as programming from National Geographic, 20th Television and 20th Television Animation.

OConnell will continue to oversee ABC News and the ABC-owned television stations, including KABC-TV Channel 7 in Los Angeles.

Disney’s incoming president Dana Walden has established her senior leadership team.

(Richard Shotwell/Richard Shotwell/Invision/AP)

Sean Shoptaw, who serves as executive vice president for games and digital entertainment, and his organization, will shift from Disney Experiences and into Walden’s division.

Shoptaw oversees Disney’s games business and its collaboration with Epic Games to develop a Disney universe connected to Fortnite.

John Landgraf remains chairman of FX and will continue to report directly to Walden.

Asad Ayaz, who is chief marketing and brand officer, has an influential remit across Disney’s various business segments. He will report to D’Amaro and Walden.

“The strength of Disney has always been the emotional connection between our stories and the people who love them,” Walden said in a statement. “As fans engage with Disney across more formats and platforms than ever before, we are bringing together the full power of our creative businesses to build an even more connected experience for audiences.”