What It Takes to Build a Global Consumer Brand

The Playbook With David Meltzer

David Meltzer, Entrepreneur.com

Entrepreneurship, Business, Careers

4.6 • 1.9K Ratings

🗓️ 11 February 2025

⏱️ 22 minutes

🔗️ Recording | iTunes | RSS

🧾️ Download transcript

Summary

In today’s episode, Adam Wilks shares how he’s built Carma HoldCo into a powerhouse for celebrity-backed consumer brands. As the CEO, he’s leading the charge in turning iconic names like Mike Tyson, Future and Ric Flair into global product empires. From cannabis and energy drinks to licensing deals that span continents, Adam breaks down the importance of authenticity in branding and why slapping a celebrity’s name on a product isn’t enough. He also talks about navigating private equity, expansion strategies, and how mission-driven partnerships set the foundation for long-term success in a rapidly evolving industry.

Transcript

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0:00.0	This is Dave Meltzer with Entrepreneurs, The Playbook, and I have a legendary guest.
0:05.4	It's very rare in the sports world that I get an equal partner in the legends of sports.
0:11.2	But he is Adam Wilkes.
0:12.9	He's the CEO of Carmelhold Co.
0:16.0	And it's 2.0 of Tyson.
0:19.1	And if anyone knows the word Tyson, I'm not talking about the chicken. I'm talking
0:23.9	about the antithesis of the chicken. I'm talking about Iron Mike Tyson. Adam Wilkes, welcome to the
0:29.7	playbook. Thank you, David. Appreciate you having me today. Well, you know, I've, and you share this
0:36.2	legendary sports background because we've worked with the biggest names in the world.
0:41.4	And, you know, I was blessed to be a part of representing of Vanderholyfield, Lennox Lewis, both who have relationships with Iron Mike and you.
0:52.6	But nobody thinks about the branding of the biggest names.
0:57.9	And the world has opened up since we started this journey and everyone changes, time,
1:04.5	emotion, value changes. I want to start with that. When you're holding the biggest brands
1:10.6	in the world and they're trusting
1:12.7	you with those brands, especially historically with Mike where people have taken advantage of
1:18.5	his brand. What are some of the things that you are doing to protect, promote, and perfect
1:24.9	the brand when the world now is so connected and it changes so fast.
1:31.2	Yeah, I know.
1:31.5	Great question.
1:32.3	So for us, a heavy focus and word I use a lot, you'll hear a lot.
1:36.4	Well, we go through this is authenticity.
1:39.3	It's always about finding talent that is authentic and real about the product.
	...

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