She is a four-time Grand Slam singles champion who ranks because the world’s highest-paid feminine athlete, having earned $57 million in 2021, principally from sponsorships. Walmart just lately started to inventory merchandise from her skincare firm, Kinlò, in almost 3,000 places . Last month, she began a sports activities illustration company.
And now Naomi Osaka is pushing into Hollywood — with an help from LeBron James.
Ms. Osaka, 24, has began a media firm known as Hana Kuma in partnership with SpringHill, a fast-growing leisure, advertising and merchandise firm co-founded by Mr. James. Ms. Osaka mentioned in a transient Zoom interview that her ambitions for Hana Kuma, which stands for “flower bear” in Japanese, contains scripted and unscripted tv sequence, documentaries, anime and branded content material, which is leisure programming that has embedded or built-in promoting.
“I actually can’t say if I’ll personally be in something proper now,” Ms. Osaka mentioned. “What excites me is having the ability to encourage folks and inform new tales, notably ones that I’d have needed to see once I was a child. I at all times needed to sort of see somebody like me.” Ms. Osaka is of Japanese and Haitian ancestry.
Fans ought to count on Ms. Osaka’s advocacy to underpin no less than a few of Hana Kuma’s choices, most of that are nonetheless in improvement. Ms. Osaka has been outspoken on subjects that many elite sports activities stars attempt to keep away from. She was an early supporter of the Black Lives Matter motion. Last 12 months, she began a world dialogue about psychological well being in sports activities when she withdrew from the French Open, citing a have to prioritize her personal well-being. She additionally disclosed previous struggles with melancholy and nervousness.
Ms. Osaka’s candor has resonated with an viewers far past sports activities — younger folks specifically — making her a sponsorship dream despite the fact that she has just lately struggled on the tennis court docket. (She misplaced within the first spherical of the French Open final month. She mentioned in a social media put up on Saturday that she wouldn’t play at Wimbledon this summer time due to an Achilles’ damage.)
One mission in improvement entails cooking and the Haitian group. “I watch a lot of food-related reveals, cooking competitions, as a result of I prefer to cook dinner,” Ms. Osaka mentioned with a chortle. The first mission with Hana Kuma credit will probably be a New York Times Op-Doc about Patsy Mink, the primary lady of coloration elected to Congress. Hana Kuma can also be engaged on unspecified documentary content material for Epix, a premium cable channel now owned by Amazon.
SpringHill, co-founded by Maverick Carter in 2020, will function a financing, operations and producing associate for Hana Kuma. SpringHill has roughly 200 staff and was valued at $725 million when promoting a minority stake to lift capital final 12 months. Operations embody a advertising consultancy and a media and attire division devoted to athlete empowerment. Another unit focuses on movie and tv manufacturing. There can also be an occasions group.
“Naomi can simply plug into what we’ve constructed,” Mr. Carter mentioned.
SpringHill desires to duplicate the Hana Kuma take care of different athletes who’ve world enchantment. “We need to do a lot extra of this sooner or later,” Mr. Carter mentioned, noting that discussions have began with different sports activities stars.
It should be requested: Isn’t this simply a newfangled vainness deal? For a long time, old-line studios gave favored stars funding to begin affiliated firms, most of which by no means amounted to a lot — apart from protecting the star completely happy.
“Under the outdated system, generally these ended up being for vainness,” Mr. Carter mentioned. “But the aim right here is to construct Hana Kuma into a actual firm and a actual model.” SpringHill’s emphasis on branded content material units it other than outdated -line studios, he added. Hana Kuma has been employed by FTX, a cryptocurrency alternate, to supply branded content material.
Mr. James mentioned by phone that Ms. Osaka’s “grace and energy” on and off the court docket made her a good match for SpringHill, “which exists to empower athlete creators.”
“We do not take as a right the place we’re in to lend a serving to hand, on this case to Naomi, to assist empower her to do much more nice issues,” Mr. James mentioned.
Ms. Osaka has 12 sponsors, together with Nike, Mastercard, Louis Vuitton and Panasonic. Her longtime agent and enterprise associate, Stuart Duguid, mentioned some could possibly be concerned with Hana Kuma content material. Mr. Duguid is a Hana Kuma co-founder.
“We actually need to deliver that quantity down and have extra in-depth relationships with those that proceed,” Mr. Duguid mentioned, referring to company sponsors. “We need to take greater swings and begin firms, put money into firms, issues that may have probably a greater consequence than should you did a McDonald’s deal and bought paid 12 months to 12 months. What will actually transfer the needle?”
Building a portfolio of companies — whereas nonetheless in the midst of her tennis profession — makes Ms. Osaka one thing of a pioneer amongst feminine athletes. At least, it would if she succeeds.
“We have not seen any feminine athlete do something like what we are attempting to realize,” Mr. Duguid mentioned. “Serena has completed properly together with her enterprise enterprise. But she’s towards the tip of her profession and, you recognize, we’ re within the center.” He was referring to the tennis legend Serena Williams, whose enterprise capital agency, Serena Ventures, has raised an inaugural fund of $111 million to put money into founders with numerous factors of view.
Because she remains to be enjoying tennis, Ms. Osaka won’t be sitting in on many manufacturing conferences. “But the whole lot inventive and the whole lot strategic, it is clearly going to have Naomi’s stamp on it and her type and her enter,” Mr. Duguid mentioned.