Sports · Brand · Culture
with Shawn Crull VIICE
"The best marketing work happens before anyone's watching. That's the whole iceberg."
S — SPORTS
![Shawn Crull]()
"The best marketing work happens before anyone's watching. That's the whole iceberg."
Takes, analysis, and storytelling from the courts, fields, and locker rooms. High school to pro — if it matters in sports, it lives here.
Design work, branding projects, and the strategy behind them. A portfolio built on the belief that the best brands are felt before they're seen.
Pop culture deep dives, definitive lists, sneaker reviews, and podcasts. The 80s, 90s, and everything worth obsessing over since.
The real action isn't on the hardwood. From tunnel fits to six-figure sneaker deals, today's athletes are building empires before the opening tip.
We break down the iceberg model of sports marketing — the 90% of strategy no one ever sees — and why the teams winning off the field are building the most durable franchises in the game.
Viice is short for Vibrant Iceberg — because the most important part of any great brand lives below the waterline. The strategy, the research, the obsessive attention to what makes people actually care. That's where the real work gets done.
I'm Shawn Crull — a sports marketing and branding professional whose world breaks into three letters. S for the sports I've lived since childhood. B for the brands I've built from high school gyms to NCAA campaigns. C for the culture — the lists, the music, the Jordans, the pop culture obsessions that make sports mean something beyond the final score.
Three channels. One brand. All the sports, branding, and culture you can handle.