Meet Deonte Holden | Founder of Law of Athlete & Global Creatives Agency

We had the good fortune of connecting with Deonte Holden and we’ve shared our conversation below.

Hi Deonte, can you walk us through the thought-process of starting your business?
From a young age, I always understood the importance of maximizing your opportunities. When I started my football career, I knew that it would eventually come to an end–whether by retirement or injury–and when that day came, I wanted to be prepared. As an athlete, I had access to a wide range of resources and relationships that I could leverage beyond athletics. I considered this a solid blueprint to develop and share my business ideas, gain traction, and set myself up for success post-retirement from the game of football. As soon as my first strong business idea came to mind, I leveraged my personal experiences, the resources and tools gathered throughout my career, and the network of people I knew could help make my business idea a reality, and haven’t stopped since.

Please tell us more about your work. We’d love to hear what sets you apart from others, what you are most proud of or excited about. How did you get to where you are today professionally. Was it easy? If not, how did you overcome the challenges? What are the lessons you’ve learned along the way. What do you want the world to know about you or your brand and story?
Law of Athlete™ is more than a media company – it’s a movement. We collaborate with athletes everywhere to tell real stories from their point of view. Our brand includes varied video series, podcasts, and essential products, all dedicated to maximizing human potential and empowering our global sports community.

What sets us apart from other media companies is our commitment to collaboration with athletes. We believe that athletes have the most powerful and authentic stories to tell, and we work closely with them to ensure that their voices are heard. This collaborative approach has led to some of our most popular and acclaimed series, podcasts, and products. And it’s something that we’re constantly striving to improve on. We’re always looking for new ways to tell athletes’ stories and create essential products that help them reach their full potential.

At Global Creatives Agency, we help create and develop world-class brands. We understand that your company’s foundation is the key to everlasting success. With a focus on your unique goals, we bring impactful strategies and solutions from ideation to execution to deliver results and unlock your brand’s full potential.

It’s easy to build a company but it takes a lot to build a brand. What sets us apart is our ability to really focus on what makes each company special and craft a brand strategy that suits them. This is something we are passionate about and continue to be excited by. Knowing that we’re helping businesses achieve their goals and reach their full potential is very gratifying.

Identifying and focusing on the why has been key to my success and the success of my brand. Throughout my career, I have always remained focused on the greater purpose behind everything I do. On the field, I knew football was more than just a sport; it was a business and an overall platform that if leveraged correctly can open many doors and if misused can do quite the opposite. I translated this mentality of focusing on the why when starting Law of Athlete and Global Creatives Agency. Rather than making the brand’s focal point a particular product or service, I started with the why – the belief system. The why served as the blueprint for everything Law of Athlete and Global Creatives Agency set out to create and gained great traction as it tapped into and resonated with people’s beliefs and mindset, not just their wallets.

What was your thought process behind starting your own business?

From a young age, I always understood the importance of maximizing your opportunities. When I started my football career, I knew that it would eventually come to an end–whether by retirement or injury–and when that day came, I wanted to be prepared. As an athlete, I had access to a wide range of resources and relationships that I could leverage beyond athletics. I considered this a solid blueprint to develop and share my business ideas, gain traction, and set myself up for success post-retirement from the game of football. As soon as my first strong business idea came to mind, I leveraged my personal experiences, the resources and tools gathered throughout my career, and the network of people I knew could help make my business idea a reality, and haven’t stopped since.

What’s one piece of convententional advice that you disagree with?

It is often said that it is lonely at the top, however, although I do think the process of getting to the top can be lonely, I don’t necessarily believe the top has to be lonely. Throughout our process, we are going to be faced with challenges that we must endure in order to get to where we need to go. Not everyone is going to understand and align with your God-given path to success however, along the way you will begin to meet like-minded individuals who have similar values, faced trials and tribulations of their own, and more. Many say you can’t bring everybody with you on your journey to success, which is true, however I believe some people are lonely at the top because their one-track mindset led them to self-isolate for far too long or burn bridges unnecessarily. I believe that remaining mindful of your social interactions, intentionally maintaining the relationships you cherish, and remaining open to connecting with new people, will lead you to have an aligned, supportive network of people at the top.

Risk taking: how do you think about risk, what role has taking risks played in your life/career?

In life, the biggest risk is not taking one. Everything great happens on the other end of a leap of faith, and I have seen that hold true many times throughout my life. In business, I often take the chance or make the investment because I strongly believe in my vision and know that’s what my dreams require. That’s not to say these risks haven’t led to painful lessons or necessary pivots; however, I am reminded that nothing great and worth having comes easy.

What habits do you feel helped you succeed?

There are several habits that I credit to my success. The first is that I make a point of doing my research. Whether it’s learning about a new topic or investigating the best way to complete a task, I invest time in educating myself. This habit has served me well, both in terms of acquiring new skills and in avoiding costly mistakes. Another habit that has been helpful is setting boundaries with social media. Although staying up-to-date with what’s happening online is important, I found that spending too much time on social media was counterproductive. By limiting my consumption of online content, I’ve been able to focus more on offline pursuits. Additionally, I’ve found that cold showers in the morning help to wake me up and start my day on the right foot. Finally, I habitually prioritize rest and self-care days. In a culture that celebrates busyness, it’s easy to forget the importance of taking time for oneself. However, by scheduling regular days off, I’ve been able to avoid burnout and maintain a healthy work-life balance. These are just a few of the habits that have contributed to my success.

What is the most important factor behind your success / the success of your brand?

Identifying and focusing on the why has been key to my success and the success of my brand. Throughout my career, I have always remained focused on the greater purpose behind everything I do. On the field, I knew football was more than just a sport; it was a business and an overall platform that if leveraged correctly can open many doors and if misused can do quite the opposite. I translated this mentality of focusing on the why when starting Law of Athlete. Rather than making the brand’s focal point a particular product or service, I started with the why – the belief system. The why served as the blueprint for everything Law of Athlete set out to create and gained great traction as it tapped into and resonated with people’s beliefs and mindset, not just their wallets.

Work life balance: how has your balance changed over time? How do you think about the balance?

Finding a great work/life balance is and always will be a work in progress. My passion makes work not always feel like work, causing the lines between work and life to blur; however, recently I started developing better habits to ensure that in my pursuit to make a living, I don’t forget to live my life. Today, I am more intentional about prioritizing my mental and physical health, taking breaks if needed, celebrating the small wins along with the big ones, and not letting work rob me of making memories with my loved ones as those moments, if missed, are hard or impossible to get back. Balance isn’t always found, it’s created so as I continue to strive to reach my goals, I will continue to create the balance that will keep me alive and healthy to ultimately enjoy the fruits of my labor.

What’s the most important lesson your business/career has taught you?

One of the most important lessons my business has taught me is the importance of finding people who are passionate more than talented. It’s easy to find people who are talented, but it’s much harder to find people who are passionate and willing to put in the hard work to make their talent shine. For me, passionate people are always the ones who succeed in the long run. They’re the ones who are always looking for new ways to improve and grow their skills, and they’re also the ones who are always willing to help out others. If you can find passionate people to work with, you’ll be well on your way to success.

Another important lesson I’ve learned is to pay attention to how people act towards their family, friends, colleagues, and people they can’t benefit from. This is a great way to get a sense of someone’s true character. If you see someone who is always respectful and considerate of others, chances are they’ll be the same way with you. On the other hand, if you see someone who is constantly cutting corners or being rude to those around them, it’s probably best to stay away.

In today’s competitive world, it’s easy to get caught up in trying to be the best at everything. However, I’ve learned that it’s more important to focus on building a solid foundation first. Once you have a strong foundation in place, you can then start adding extras like flashy marketing campaigns or new product lines. However, if you try to add these things before your foundation is strong, you’re likely to end up in trouble down the road.

Finally, I’ve learned that it takes years to build a name and only seconds to mess it up. This is why it’s so important to be careful with your reputation. If you make a mistake or say something that offends someone, it can quickly spread online and damage your business. Therefore, it’s crucial to always think before you speak and be mindful of how your actions will affect your business in the long run. These are just a few of the most important lessons I’ve learned from my business career. by following these guidelines, you’ll be well on your way to success in whatever business venture you pursue.

Why did you pursue an artistic or creative career?

The ability to stretch my imagination and bring an idea to life fuels me. I have always known I wasn’t meant for the typical, traditional path as I am meant to forge my own. That’s why I was able to maximize my college career, gaining several degrees, studying abroad, developing business ventures, and engaging in philanthropic activities all while continuing to play football. To many, balancing all of that is unconventional, but I view life through the lens of creating opportunities, not just waiting for them. I wanted to continue this momentum post my collegiate career, hence the start of my own business where day in and day out I am able to create and innovate, continuing to push the boundaries of possibility.

How did you come up with the idea for your business?

Law of Athlete™ was founded on April 1, 2020, by Deonte Holden, a former student-athlete at NC State University. The name Law of Athlete was inspired by a poem entitled ‘The Law of the Jungle’ by Rudyard Kipling. Ironically, the poem has been utilized throughout NC State history, contributing to their Wolf Pack brand identity. Shortly after creating the name “Law of Athlete”, Deonte developed 12 Laws to serve as the blueprint to maximize human potential, as well as other intellectual properties and verticals to empower our global sports community.

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What are you inspired by?

I am inspired by many who in some way have built a platform or a name for themselves through passion, dedication, and purpose. My parents inspire me each and every day as they exemplify what it means to make something of yourself despite humble beginnings. In addition to finding inspiration through my parents, throughout my athletic career I’ve been inspired by people like Lebron James and Maverick Carter, who are making their mark in the sports and entertainment industry. My drive to develop my passions and ability to use my gifts and talents as a tool of empowerment are inspired by people like Beyonce and Rihanna. Last but not least, my business mind and efforts to maximize my earning potential all while making lasting, impactful change in society is inspired by Jay-Z.

The Shoutout series is all about recognizing that our success and where we are in life is at least somewhat thanks to the efforts, support, mentorship, love and encouragement of others. So is there someone that you want to dedicate your shoutout to?
First and foremost, I would like to give thanks to God for everything. Without Him, none of this would be possible. I’d like to thank my parents for their unwavering support and love; they’ve always believed in me and gave me the opportunity to continue chasing my dreams beyond athletics. I’m grateful for the opportunities I’ve had to attend NC State University and learn from some amazing people. Payton Reed, Salima Omwenga, Aleah Mathis have also been incredibly supportive and I appreciate all they’ve done for me. Lastly, I want to give a shout-out to the guests of the Law of Athlete Podcast, Tykera Carter, Cedrick McFadden, Corey Hart, Troy and every sports organization I’ve had the privilege of playing for. Family and friends have always been a huge part of my success and I cannot thank them enough for their continued support. Thank you all for everything; I am truly grateful.

Website: www.deonteholden.com

Instagram: @honchoholden

Linkedin: www.linkedin.com/in/deonteholden

Twitter: @honchoholden

Facebook: www.facebook.com/honchoholden

Youtube: https://www.youtube.com/@deonteholden

Image Credits
Ashley Jean, Snaps By Ash Photography