Next up on our Power Players segment is Theresa Tran. For over 25 years, Tran has worked in brand marketing, global communications, strategic partnerships, experiential activations, product collaborations, content creation and reputation management for some of the world’s best and biggest brands, events, athletes, creatives, industry icons, sports and entertainment personalities and more.
Over the years, Tran has worked in-house at major corporations, including Nike, BMW, Donna Karan and the Walt Disney Company. It was at Nike where she became the Global Director of Communications for Jordan, serving as the communications strategist and lead for all brand, product and athlete marketing initiatives, playing an integral role on global campaigns as part of the Jordan leadership team, and working closely with Michael Jordan and the entire Jordan athlete roster to ensure a cohesive and creative approach to the growth of the business.
It was in 2006, however, that Tran made a huge leap into becoming the powerhouse she is today by forming THE OFFENSE, a boutique consultancy that helps clients navigate various aspects of sports, entertainment, media and culture to amplify their brand, while assembling diverse teams to work with her on projects all over the world. Her latest initiative? STARTING LINEUP, an immersive five-day experience in New York City that helps young women by preparing them to get into the field of sports marketing and media.
Starting Lineup
I chatted with Tran to discuss STARTING LINEUP, along with her career journey. You can read the full interview below.
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SN: Thanks for speaking with us, Theresa! Let's start by covering your general introduction to sports, and when you knew you wanted to work in it.
Tran: I grew up in Portland, Oregon, with Nike’s World Headquarters in my backyard. It was the only company I wanted to work for out of college, and I did. My first role was an Administrative Assistant, and years later, I became the Director of Communications for Jordan brand. I didn’t play sports growing up – so my love for sports is from a fan perspective, which then evolved to a business perspective. I love that sports is a universal language – I have traveled to over 100 countries and sports has opened the most doors for me, and has introduced me to the most incredible people, places and experiences.
SN: Amazing! What was it like beginning your career in the 1990s and paving a way for yourself?
Tran: Early in my career – there certainly was not a clear path, especially for a young Asian woman. Oftentimes, I felt that there was no one that looked like me and no one that shared a similar (immigrant) journey. There was a lack of mentorship and leadership development programs, and the industry was heavily centered on men. I had to navigate a lot on my own and kept a tight circle of peers. I learned how to be useful and resourceful at all times. I was constantly on a mission to prove myself. I took pride in my work on any project, big or small. And I tried to always leave an impression – so that my name and expertise is sought after long after I’ve left the room. Looking back, paving my own way taught me resilience and made me unafraid to take risks later in my career.
SN: How about the earlier parts of your career? You worked at places like Nike. What was that like?
Tran: My time at Nike was foundational and pivotal. Without those years of experience, I wouldn’t be where I am today. Nike created the blueprint for much of the marketing we see today—how to operate at the intersection of sport, culture, and storytelling on a global scale. And deliver it with emotion, impact, and community that goes far beyond the product itself. Since my Nike/Jordan days, I’ve had the opportunity to layer on new ideas, insights, innovations, and industries to shape unique approaches to marketing and communications. Whether it’s working with The Players’ Tribune, EA Sports, the NFL, the NBL or other clients, I get to bring forward this global blend of nearly 30 years of creativity + strategy, content + commerce, and promotion + purpose—work that keeps me relevant, pushes boundaries, and ensures I’m always evolving.
SN: In 2006, you decided to start THE OFFENSE. How has the company evolved since then?
Tran: Starting my company in 2006 was a total leap of faith—and running it for nearly 20 years has been both challenging and incredibly rewarding. Along the way, I’ve learned so much about myself and gained tremendous knowledge of the industry, working across practically every sport: basketball, football, soccer, rugby, hockey, cricket, golf, tennis…even fencing. The name The Offense came from a philosophy that PR and communications should be proactive, not just reactive. It reflects the idea that we can form teams, design plays, and execute strategies for our clients in any situation, anywhere in the world.
Over the years, I have had the opportunity to work with some of the world’s biggest brands, events, athletes, creatives and industry icons. And on any given day, we are doing brand marketing, global communications, strategic partnerships, experiential activations, product collaborations, content creation, reputation management, and much more. (A lot falls on PR than one would think!) As mentioned before, my work has taken me to over 100 countries throughout the world (103 to be exact), and I have helped my clients generate millions in revenue growth and billions in earned media impressions. I pride myself in being a boutique consultancy, grounded in the traditions and experiences while working in Corporate America – but with the freedom and independence that comes with being an entrepreneur.
Starting Lineup
SN: Can you walk us through the five-day STARTING LINEUP experience, and how you picked the participants, speakers, etc.?
Tran: This concept was born out of what I wish I had when I was starting out in my career - a bridge into the industry, a roomful of diverse, like-minded women, a supportive network of inspiring leaders, and a platform to inspire the next generation to pursue a career in sports. In July, I hosted a group of young women between the ages of 16-24 to NYC for an immersive five-day experience in NYC called STARTING LINEUP - preparing them to get in the field of sports marketing and media. Some of the participants came from as far as Honolulu and Mexico City, one came from a tiny Oregon town of 4,000, and for a few, it was their first time ever in NYC!
What an honor it was to take them all under my wing and show them the hustle and bustle of the best city in the world. Our schedule featured top executives, industry peers, stadium tours, league offices, training camps, game day experiences, panel discussions, creative workshops, case studies, photography sessions, networking receptions, even a pep talk from Russell Wilson himself! For the decades it took to get where I am today, my mission is to help the next generation get there much faster - with as much mentorship, knowledge, exposure, and relationship advantage as possible. STARTING LINEUP is my way of paying it forward and helping create a path into an industry that has given me so much.
The coaches (shout out Grace Stearns and Brenda Schamy) and speakers were curated from my network—executives, creatives, athletes—people who could offer real insights and conversations. The five days were designed to simulate what 30 years of experience in sports looks like, but in a hands-on, experiential way.
Here are some quotes from the speakers and participants:
Starting Lineup
Speakers
- Marissa Soto, NY Giants: It was such a pleasure to host you and the women of Starting Lineup at training camp. Love to see all the good you are doing for the young ladies trying to tap into this world. Thank you for letting us be a part of it!
- Kristin Wentzlaff, NY Red Bulls: What you’ve built with Starting Lineup is beyond inspiring. Creating opportunities for women in sports to grow and thrive early in their careers is so meaningful — it lays the kind of foundation that many haven’t had access to and brings so much value to everyone involved, including us as speakers.
- Bianca Peart, Sports Host: I’m beyond touched by the opportunity to spend time with the brilliant young women and team of Starting Lineup! What a joy it was to witness their energy, brilliance, and potential in full bloom. I’m so honored to have played even a small part in their journeys. Theresa, I’m so proud of you for creating a safe and necessary space where young women can see themselves, speak their truths, and imagine bold futures. You are doing the work, and I’m so proud to be in community with you.
Participants
- Nora Ballesteros (Mexico City): Thank you so much for this life-changing experience. This is a project that will grow immensely, because no one is doing what you are doing. You are very kind and the best leader. There is not enough thanks to make up for what you did for us this week and for our futures. We met so many great people. You are truly the game changer in this industry.
- Kennedy Torres (Honolulu): The phrase ‘life changing’ is freely thrown about, but for the first time in my life, I’ve experienced something truly transformative. I’ve long believed that being given opportunities is a luxury. Being a part of Starting Lineup and learning from some of the best mentors was an opportunity I will never forget. Collaborating with talented and like-minded women —as well as seeing sports marketing in action —was a new experience for me, and helped me in ways I never anticipated. At its core, Starting Lineup is about exposing ambitious young women to a diverse array of individuals who can educate, inform and inspire them. But the cornerstone of the program is its founder, Theresa Tran. An extraordinary mentor, she is impressive beyond measure. Her resume alone speaks volumes, but add to it over 100 countries traveled, friendships and colleagues across every industry, and a reputation that is unmatched by anyone I’ve had the pleasure of knowing. On top of all of that, her authenticity and warmth made me fearless in an otherwise overwhelming environment.
- Hope Johnson (California): Theresa, thank you so much for this incredible opportunity. It is because of women like you that I want to get into sports and feel like my dreams are obtainable. Over the past week you have given me tools, relationships, knowledge and so much more that I know are just the building blocks of my future!
Starting Lineup
SN: What is some of the advice you shared with the attendees, and what advice do you have for readers who want to do what you do?
Tran: Focus less on “breaking in” and more on “building upon”. One thing will lead to another. Do or learn something new every day. Trust that you are unique and valuable in every room. Yes, sports is an industry, but it’s also a community….and luckily for me, a worldwide family. If you show up authentically, work relentlessly, and bring something to the table, you’ll find your way. And the opportunities will also find you!
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