Brian Atlas has been named President and Chief Operating Officer of — Dyrdek Machine, the innovative, venture studio founded by master brand builder Rob Dyrdek.
Atlas will help chart Dyrdek Machine’s growth, expanding its existing portfolio, working with companies already partnered with Dyrdek Machine and working hand-in-hand with Dyrdek to identify new, disruptive brands to help launch and support with ‘do or dier’ founders at the helm.
“Brian is a proven operator, and I trust him implicitly. He has a unique blend of experience and we’ve already built some amazing things together. I’ve seen firsthand his abilities to grow businesses, build partnerships and identify disruptive but durable opportunities. I’m excited to have him work with Dyrdek Machine’s entrepreneurs and companies to guide them through our process,” Dyrdek said.
Atlas joins the venture studio after launching the first-ever action sports subscription video-on-demand service with ETN.
Before building ETN, Atlas worked with Dyrdek to launch the first true professional league for skateboarding, Street League Skateboarding (SLS) taking it from a concept to a global sports media platform with a substantial and diversified revenue base and millions of fans worldwide.
“There’s no creative mind in business I would rather support than Rob Dyrdek,” Atlas said. “To be able to transition from one successful venture that Rob has launched to be able to support his entire portfolio of businesses with the future of Dyrdek Machine is a dream come true. I look forward to aligning the next chapter of our efforts as we help our existing brands grow and build new ones.”
Atlas drew up a business plan for the league while studying entrepreneurship at the University of Southern California. Today, SLS boasts an unmatched global fan base and international reach with major distribution networks in North America, Europe, Asia, Australia and South America. Together, Atlas and Dyrdek established immediate success for SLS by signing the best professionals to an exclusive contract and securing distribution with ESPN/ABC. They went on to land significant title sponsors such as Monster Energy and Nike SB, as well as landmark multi-year partnerships with GoPro and Beats by Dre.
Dyrdek Machine is a unique operation in the venture space in that its primary focus is building new disruptive brands from the ground up. Within its first year, the venture studio has already built and launched Ultracast, a fully immersive 360/VR live content platform; ETN, an original programming skateboarding network; Black Feather Whiskey, an American whiskey; and Momentous, a high-performance nutrition company. In Q4, it will launch Outstanding Foods, plant-based innovative foods, and CCCXXXIII (pronounced 333) – a new concept in luxury designer goods.
About Dyrdek Machine:
Dyrdek Machine is a venture studio that builds, invests in and advises an array of companies in categories ranging from luxury brands, sports entertainment, consumer products, and spirits to innovative technologies. The common thread between the projects is the idea of identifying companies that are disruptive—but built to last forever. Dyrdek Machine has engineered the fundamental operational, brand, and financial system and set of principles that all sustainable companies should possess and created a method for predictable success. These tools, frameworks, systems, and methods provide brands the proper structure required to turn passion into profit.
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