i grew up across the street from the forum in inglewood. season tickets. floor seats once. laker magic from the beginning. i've been chasing that feeling ever since. the kind that makes you remember exactly where you were.

my career started the same way it's always gone. in the middle of things. before i had a title i was producing music tours and red carpet experiences for spirits brands. running lexus listening lounge events across the country. intimate, curated nights that put artists and audiences in the same room and made something happen. i went to usc thinking one thing, then howard studying film because i thought i wanted to be a producer. turns out i did. just not the kind i expected.

i've always wanted to make hot shit. the work people carry with them. not ads. something you feel. that's the standard i've held across fifteen years and every room i've been in.

i led gatorade zero from early research to full campaign. i was in the room when dwyane wade's retirement video stopped being a social post and became something that played inside american airlines arena during his final game. i built the storytelling around a spike lee-directed espn documentary about a son's promise to buy his mother a pink cadillac after she survived breast cancer. a story that hit different for me then, and still does. at netflix i defined how one of the world's most powerful platforms showed up in sports culture, in a way that actually felt like it belonged. then the detroit lions, where i built the team's international presence across germany, brazil, and canada, because the best brands move like culture does. without borders.

the same instincts that built those stadium moments now live at a dinner table in detroit. salt + soil, my supper club concept, is rooted in the same thing all my best work is rooted in: family, heritage, cultural memory. the table my people gathered around. i'm raising my nephew and niece now. 7 and 12. and they're part of why legacy isn't abstract to me. it's personal. it's why the dinner table feels just as important as the stadium, and why i build both with the same intention.

the work looks different now. the intention doesn't.

come eat.

want to connect? geneika.lewis@gmail.com