Featuring Prince Maynard, Elishiva, Beau Brown, Cole Jernstedt, Frank Michael Smith, Brad Kraut, Gabby Gonzales, Mikey Brown, Chase Young, Gigi Michelle & More
MIAMI, FL (August 7, 2025) — The future of sports media isn’t being built in a studio — it’s being created by athletes, creators, and digital natives in real time.
Introducing Culture Media & Entertainment, the next evolution of Culture Kicks — a brand born out of a Philadelphia basement during the pandemic, founded by Chase Young and Alex Lotier with a simple mission: give Gen Z a voice in sports culture.
Since then, what started as a sneaker page has grown into a 5M+ follower platform with 10 billion+ lifetime views, and now, a network of ten breakout creators carrying 25 million followers of their own, Culture Media is reimagining what sports content looks like — authentic, fast, platform-native, and ready to be monetized from day one.
This August, Culture Media launches the Culture College Tour — a 10-week, creator-led content campaign powered by the first-ever sports-focused creator house built for Gen Z and Gen Alpha. Real athletes. Real creators. Real-time content — made for the platforms where the next generation lives.
“Barstool built the playbook. Whistle built scale. We’re building what’s next, a creator house centered on sports, powered by the voices that define Gen Z and Gen Alpha,” said Alex Lotier of Culture Media.
WHAT’S NEW AND WHAT’S HOT
While Culture Media is expanding far beyond its sneakerhead roots, it hasn’t forgotten where it came from. Sneakers will always be in the DNA. But now, the brand sits at the heart of where
sports and culture collide — touching:
Sneakers & Collectibles
Sports & Fitness
Entertainment & Music
Fashion & Lifestyle
Live Events & Athlete Access
This also includes two new verticals launching in August: Creator University, a paid platform designed to teach students the strategies and skills behind successful influencer marketing, and CultureBets, the brand’s new in-house affiliate sportsbook aimed at driving creator-led betting content and revenue.
INTRODUCING THE CULTURE COLLEGE TOUR
Launching August 30, 2025, the Culture College Tour is the anchor of Culture Media’s fall content engine, bringing together top creators, high-energy student audiences, and diehard alumni across the South, Midwest, and East Coast. Each stop becomes a branded content sprint — from Friday trivia to Saturday tailgates to Sunday banter.
Tour Schedule Includes:
Week 1: LSU @ Clemson | August 30th, 2025
Week 2: TCU @ UNC | September 1st, 2025
Week 3: Georgia @ Tennessee | September 13th, 2025
Week 4: Florida @ Miami | September 20th, 2025
Week 5: Oregon @ Penn State| September 27th, 2025
Week 6: Wisconsin @ Michigan | October 4th, 2025
Week 7: Georgia @ Auburn | October 11th, 2025
Week 8: Tennessee @ Alabama | October 18th, 2025
Week 9: Michigan @ Michigan State | October 25th, 2025
Week 10: North Carolina @ Syracuse | October 31st, 2025
The Culture College Tour Will …
Create viral, short-form video around college football’s biggest weekends
Showcase authentic fandom from dorm rooms to the 50-yard line
Build brand love with 18–24-year-olds on their turf
Deliver full-funnel content for sponsors, from TikTok to Twitch
THE FORMAT: 5 CORE SERIES. 1 UNFORGETTABLE WEEKEND.
Every game weekend on the Culture College Tour will include:
Friday Afternoon – Calm Before the Storm
Alumni trivia, nostalgia clips, and “man on the street” hype.
Friday Night – Pong Tournament Series
Creator-led fan battles, meet-and-greets- and more at local venues close to campus.
Saturday Morning – Tailgate Takeover
Real fans, real food, real talk. Branded experiences front and center.
Saturday Kickoff – The Triple View
Culture goes inside the stadium from nosebleeds to field.
One branded clip “guaranteed” to go viral per game.
Sunday – Pro Football Game of the Day
Creators wrap the weekend with Pro picks + reactions, keeping virality and our brand partners in the conversation through Sunday night.
THE NUMBERS BEHIND THE TOUR
10 Schools. 10 Weeks.
250+ Branded Videos distributed across Culture’s channels
50+ Million Impressions over the course of the season.
7 Creators Per Game, creating daily short-form and long-form content
15+ Distribution Channels: TikTok, Reels, Shorts, Snapchat, Twitch, YouTube, and more
Featured Creators Include:
1) Elishiva (TK) – 2 Million Followers
2) Big Beau Brown (IG) – 6.6 Million Followers
3) Prince Maynard (IG) – 1.9 Million Followers
4) Gabby Gonzalez (IG) – 3 Million Followers
5) Brad Kraut (IG) – 1.4 Million Followers
6) Gigi Michelle (IG) – 512,000 Followers
7) Mikey Brown (IG) – 147,000 Followers
8) Frank Michael Smith (TK) – 3 Million Followers
9) Cole Jernstedt (IG) – 592,000 Followers
10) Culture Kicks himself Chase Young (IG) – 5 Million Followers
ABOUT CULTURE MEDIA & ENTERTAINMENT
What started as Culture Kicks — a pandemic-born sneaker page in a Philly basement has become Culture Media, a creator-first media company serving Gen Z and Gen Alpha. With 5M+ followers and 10B+ views, Culture now blends live events, athlete access, fashion, music, and content strategy into one monetized ecosystem, built for the future of fandom.
Culture isn’t just covering the game. It’s creating the culture around it.
