How Nigel Sylvester built a brand bigger than BMX

[00:06] I'm always having new interesting conversations, especially here at Cannes Lions. Lots of people people that I haven't talked to before stepping up professional BMX athlete Nigel Sylvester. I've never talked to you

[00:18] for so long. >> I appreciate you. Thank you so much. >> So, what brings you here to Cannes Lions? Like how do you spend this time? >> Man, the energy is electric.

[00:31] Seeing all the people from all parts of the world, the conversations are great. haven't seen in a while, friends. have a chance to otherwise. So, I think there's so many

[00:44] things that happens here that it brings me out every year. >> What What defines being a a professional BMX athlete? >> For me personally, it's

[01:02] Um being a being a professional off the bike as well. How I conduct my business. Um how I create. Um how I involve my community.

[01:16] >> When did you start riding? >> Man, I fell in love with bike riding at >> Uh-huh. >> And I've been riding ever since. You that day. And I always say that the bicycle chose

[01:31] >> And um it's been an incredible platform that allowed me that that has allowed me to see the world, express myself, um meet people from around the world,

[01:45] and truly live out my imagination. >> Can a lot of the folks on this busy name it, do they really understand what you do and why you do and why do do it? >> I think nowadays people are

[01:59] understanding more and more. You know, like when I first started, some of my family and friends didn't understand it. it took people a while, yeah. It took It took people a while, man.

[02:12] but I've been at it for for a long time now. And I feel like the love and the passion, the dedication that I that I have for bike riding um fuels my innovation, fuels my

[02:27] creativity, and allows me to come up with new ways to bring people into my world. So, even some of these marketers and marketers and advertisers, you know, um there's different access

[02:40] points to my brand now that has allowed people to participate and appreciate it. >> Is saying no one of the most powerful tools in your toolkit? >> 110%. Saying no should be a powerful tool in

[02:54] everyone's toolkit. It allows you to stay true to yourself. it reinforces that intention, which I think is so important, being intentional about what you do.

[03:08] You know, um there's been times throughout throughout my career where right thing to do or seemed good, and I had to walk away from it. Um in in me. >> How do you know when to walk away from a

[03:22] these people here want a piece of what you're doing. I mean, you are your >> Mhm. >> A amazing athlete. All these folks are you. >> Um not all money is good money. You

[03:37] um opportunity could could be there and and it's a great check, but if it doesn't align with your brand ethos, if it doesn't align with the long-term vision, that's usually when I say no to things.

[03:51] You know, um for me it's always been about longevity. And that power of knowing and and being being strict, right? Um being selective.

[04:06] That that keeps what I do very pure. Keeps it exclusive, you know? Um and lets people know that like I'm not just here for a check. >> Sure. I- if if you know, we have a lot a lot of younger viewers here at Yalla

[04:20] able to say that. They love our platform. >> It's amazing. >> If they see you, how can they replicate they get started to be a professional BMX athlete?

[04:32] >> I mean, I don't think there's no replicating what I do. But I feel like people can do their thing in their own way, you know? It's one of those things like no one's going to replicate what Michael Jordan has done, you know? You

[04:45] now. I'm I'm sitting here interviewing people on the pier. >> But um it's one of those things you got to just do the best at what you do, you know? I think uh for me, I would tell the younger

[04:59] viewers, man, just find what you love and and stay passionate about that. Like dedicate yourself to it, you know? Put those 10,000 hours in. dedication look like on a week in week out basis?

[05:11] How often even at this stage are you practicing? I mean, it it's of course it's bike riding, but it goes way beyond that. You think about building a brand and building a business, you know? Like

[05:23] me on my bike is just part of that, you know? It's about feeding my brain. team. Um so, identifying the opportunities that I want for myself and applying myself to

[05:35] that, you know? Putting myself in those positions to have certain conversations and to attract certain brands or certain opportunities, right? So, feel like for athletes nowadays like it's way if you want to be

[05:52] one of the greats if you want to one of the ones to really shift and move you have to be really good at more than multitasker. >> I had a I had a fun conversation with

[06:06] like what is the gen- genesis of of a trick on a snowboard? Like where do you where does that inspiration to try something on the >> Curiosity first and foremost.

[06:19] >> You know, you have to be you have to be curious and I'm forever curious. All street or driving in my car or in the crib just like oh that'd be a really cool trick to do.

[06:33] Right? Like that like that's where it starts, right? And if there's part of that trick that I don't know how to do I need to go learn that part. >> Yeah, you go go take the bike out go to the skate park.

[06:46] >> Learn that part and then you put it all together. So for me like I like doing combos, right? So it's usually three or four tricks in one. Right? So having each part of that combo down first and then putting it together. Um

[07:00] is putting it together. >> It's like a great musician, you know, their head. Is it hard is it ever possible to turn off that sound in your brain to not want to try something? >> I'm always thinking about bike riding.

[07:14] >> Right? Especially the type of bike riding I do being a BMX athlete and my preferred discipline is street riding. They're like can ride on anything and everything. All right, like the world is truly

[07:28] >> my playground canvas exactly. So I can be walking down the street or something or I'm at dinner and I'll see a stair set or I'll see a handrail. The first thing I'm thinking about is

[07:41] >> You know, um so that's how my brain works and I love that it works that way >> When you what are you seeing with the youth in generation rising up and how are they different compared to what you how when

[07:57] you came up? >> Of course, the the next generation they're hungry. They're resourceful, they're creative. when I was coming up before I turned pro, like social media wasn't what it

[08:12] >> Yeah. >> You know, um we were still >> [laughter] >> Right? my radio.

[08:26] >> Now, you know, kids are filming content and going straight to social media. um for me, like when I was when I was coming up my early days, like you were taught in the world of BMX to

[08:39] just ride your bike and like just do that, you know? Um I had ambitions way beyond just doing bike tricks, but nowadays, kids are coming out the gate and they want to not just ride, they want to build a brand. They

[08:53] travel the world, they they want to they want the bicycle to truly be a vehicle to allow them live their dreams. Um and I love seeing it. I love to see the evolution um where kids are coming up

[09:08] athletes where back when I was coming up, like >> [laughter] >> Yeah, you just like a bike rider. Yeah, >> do some tricks, but now it's like kids are looking at it as a legit business

[09:21] and that's awesome to see. >> What What advice do you give them? you do that, there's no traffic. >> Mhm.

[09:33] cruise at your own pace and do what you want to do. >> I um You know, as you look toward the next chapter of your life and career,

[09:45] will garner the most of your attention? I mean, you've done Look, frankly, >> [laughter] >> it's not even it's not even close. Like, you're really I mean, you've set the trend in a lot of

[09:58] I've seen what you're done doing on YouTube. Like, what's the next iteration of that? >> Man, um I really want and I really and I and I will

[10:10] to remain creative. And like I said, like I'm truly living out my imagination. So, whether it's creating on my bike, whether it's off my bike, whether it's in a shoe design or a T-shirt, or space, um

[10:24] create from the heart, that's going to keep me I had wrote I had used to like write these messages on my hand and I post I wrote this message like a couple years ago. It said uh

[10:40] >> That's a cool one to write on your hand. Makes sense. >> So, that's the that's the mindset for me. >> How is social media changing the content you create? Every day there seems to be

[10:52] about. >> I mean, for me, like I'm not really big on following social media content trends. I just stay in my lane and do what feels right to to me. You know?

[11:08] I don't I don't I don't want to get caught up in chasing those trends. And bad. Do what you do. That's what That's what it is that you do. Do that. But, for me personally,

[11:21] from my heart. You know? So, when it comes to like it's whether it's a I'm doing a commercial, whether I'm doing like a short doc or a short film

[11:34] as as I'm getting to tell authentic stories that matter to me like that's >> I mean your platform on YouTube was the go series? >> With over a hundred million views? >> Yeah, game changer.

[11:46] Here here's a big number we're going to pay you just give us this and what do >> But they should though. >> Yeah, they really should. What are they podcast series. I mean they have a took out a whole freaking hotel here.

[12:01] Why not give you a call? Is that is that do you see yourself at some point >> Of course. I could definitely see myself like licensing off that catalog like licensing off that catalog also partnering with some of these major

[12:16] something completely new. You know opportunities are endless which is what I love about the space right now. You if you have an idea and it's and it's and it's amazing enough you can

[12:29] the masses. >> How did Michael Jordan end up wearing >> How did Michael Jordan end up wearing your sneakers? those. >> Um hold on quick.

[12:44] I mean listen I so I've been signed to Nike for quite some time but I end up signing to Jordan brand in 2021. And that was a game changer for me.

[12:56] And that was a game changer for me. You know getting Michael's blessing and being brought into such a tight knit family over at Jordan brand. And we started to cook up product you know and

[13:09] we did the Nike Air Ship. It was a friends and family shoe that came out in 2023. And that was the first time the world seen Bike Air on a shoe. And it was such a pivotal moment because

[13:23] people have watched me in Nikes my entire career. So when they seen Mike air, they they knew instantly what it was. It was didn't have to explain it. You know what I mean? It's Nigel in the air on

[13:37] >> You know what I mean? Like Like >> Yeah. Yeah. So, so to answer your question, um I won Sneaker of the Year last year.

[13:50] last year. And to celebrate went down to Florida and and we hung out for a for a minute. Um and that was super cool. You know, like getting one-on-one time with MJ. Exchanging stories.

[14:03] Getting just career advice, life advice. And um this is prior to this shoe coming out. And I gifted him the shoe just as a thank you. You know, like just for this opportunity. Welcoming me to the family. And um

[14:18] when once he seen the shoe, like he like like this is super cool. >> And I told him the story behind it. I told him the can brick after brick story told him the can brick after brick story behind this AJ4 and he loved it.

[14:31] >> And once And once I seen his reaction, I was like, "Okay, we got something later, um a photo got posted on on Instagram and caught like wildfire, man. And internet did what what it does with with

[14:46] It was so dope to see um worked on for almost 2 years. To see MJ put it on and things where it's like he can wear whatever shoe he wants. You know what I

[15:00] mean? So, to know he put them on it means that he really like liked the shoe. He really enjoyed it. Um so, it was it was dope to see that. And it was the beginning of the brick after brick journey, which

[15:12] now. Um today's the 23rd, right? sunburned. >> They came out of a month ago from from from from yesterday, actually. Um But yeah, it it was it was just a dope

[15:26] journey Um that we were able to like tell this story touch people's hearts like around the world. Um and the reaction was overwhelming in the best >> Isn't that what a lot of those I just hearing your story

[15:39] missing that authenticity? Uh they just want to attach their product to amazing athletes such as yourself. But here you have a personal story with these shoes Like >> Yeah, I mean like

[15:54] storytelling authentic storytelling is the most important thing nowadays. You know, like we're inundated with so much, right? You're scrolling on Instagram feed on a a TikTok feed and there's so

[16:08] much going on, right? And it's hard to process all that information. But the things that do cut through, the things that people do share um and then people reference is that are the the content pieces, the product that have that

[16:23] authentic storytelling. And for me like I that's the spot that I sit in like when I'm doing a collaboration or doing a product or teaming up with a brand it's like what story are we telling here? And

[16:36] making sure it's from a real place. To make sure that it's going to cut >> As someone that we both grew up watching Michael Jordan, when you're face to face business in the limited time that you have to talk to him?

[16:49] >> Uh I mean, listen, like certain things are general, you know? Other things are more specific to to certain moments. Um but just overall, just just checking in,

[17:01] you know, like just making sure that the things that I'm doing um are one, aligned with the brand to make sure that the like the partnership is as fruitful as possible. Um

[17:16] and then and then two, just as just as an athlete who carving out my own lane, right? I'm I'm doing my own thing and I think throughout his career was was just that. He was the first one to do a lot of

[17:31] >> You know, so just getting advice on that, you know, cuz for me like I'm I'm operating in this unknown space often, right? And and and I'm moving with blind faith. Right? Of course I'm taking educated and calculated guesses on

[17:45] certain things. Um but certain things I'm like I'm new to it, right? So just when I do have that time to speak with him that I'm asking questions that would would help me throughout that process.

[17:59] >> Nike I I really do think needs more of your cool or like across the whole platform. Like what will you to the extent you can share, what else >> Um >> Or what would you like to work with them

[18:12] >> I mean, listen like with things that Jordan Brand and I have done in the past 3 years has been You know, um from

[18:26] and and and the world seeing my gear for the first time to my grandma's driveway release which was two AJ4 RMs and it's a global

[18:38] to the Brick by Brick, Better With Time, Brick After Brick like these are products that people like have in their like homes, right? And people put on every single day like that's powerful, you know, like for someone to

[18:51] wake up and then choose to wear one of my shoes or to wear a shirt that I that I designed or a pair of pants, you know, um that's very powerful. And I don't take that lightly. So when it comes to the partnership between us,

[19:05] just about continuing to make product that we believe in challenge uh the like the status quo and like the >> You know? I think we have a very special opportunity

[19:19] with Bike Gear It's like to really um >> Mhm. >> You know? And that's what we're focused >> If we're having this conversation, we're back on the pier 10 years from now, what

[19:32] is who is Nigel Sylvester the businessman? What will Sylvester the businessman? What will have you achieved? >> Mhm. >> You know, like

[19:44] I can't give you like a a laundry list of boom boom boom boom boom, but again, dope the money will follow. >> That's [laughter] good. That's like by then like Net- Netflix will be licensing all of your freaking content

[19:59] >> know what happens. Maybe Amazon too, who knows? Either one of them. Like I'm not >> Yeah, maybe Yahoo. Maybe Yahoo. Like you are in the right place. Um it was real >> you. >> All right, that's it for this episode of

[20:13] >> All right, that's it for this episode of Power Players. Appreciate you tuning in.