In recent years, the entertainment industry has eagerly capitalized on the star power of athletes, especially those from major sports and wrestling backgrounds, to develop new content pipelines. Companies like Paradigm’s The Sports Group have spearheaded initiatives that capitalize on this trend, creating a curious blend of sports celebrity influence and narrative-driven projects. While this approach may seem to be a savvy business move, it also raises questions about the dilution of storytelling depth and the exploitation of athlete personas for commercial gain under the guise of authenticity. It signals a shift where entertainment industries prioritize spectacle and brand leverage over genuine narrative craftsmanship, often at the expense of nuanced storytelling.
The reliance on athletes to lead film and TV projects suggests a misguided belief that their fame alone will guarantee success. Indeed, star power can attract initial interest, but it does not inherently translate into compelling storytelling. When companies like Paradigm pair these athletes with established writers, such as Blake Northcott, it appears to be an acknowledgment that athletic fame doesn’t automatically equate to narrative skill. Nonetheless, the underlying goal remains tokenistic: to package these cross-promotional efforts as innovative content franchises that capitalize on a sports figure’s following rather than their creative talents.
The Myth of the Athlete as a Narrative Auteur
One of the most problematic aspects of this strategy is its tendency to romanticize the athlete’s role as a storyteller. The hype surrounding athletes turned writers or producers often overstates their creative capacity, glossing over the fact that true storytelling requires a specific skill set honed through years of literary or cinematic craft. CJ Perry, known as Lana in WWE, is being positioned as a “storyteller” with a “cinematic sense,” but this glosses over the fundamental reality: talent in professional sports or wrestling does not automatically translate into narrative depth or cinematic vision.
What’s overlooked is the risk of turning compelling individuals into mere brand ambassadors for corporate interests. Their involvement can be superficial at best if not driven by genuine storytelling passion and competence. The narrative surrounding Bulletproof Angel—an espionage thriller featuring complex female protagonists—might sound engaging, but unless it is truly rooted in nuanced storytelling and character development, it risks becoming a high-octane cartoon rather than a layered drama.
The engagement of athletes in storytelling ultimately hinges on their ability to transcend their persona and craft authentic, relatable narratives. This occasion often exposes how industry-driven these projects are, prioritizing spectacle over substance, ultimately undermining the credibility of content that could otherwise serve to enrich cultural conversations.
The Complexity of Developing Meaningful Franchise Content
The strategic aim of developing these athlete-driven properties is clear: create a profitable franchise ecosystem that extends across film, television, books, and merchandise. Paradigm’s explicit focus on IP development is a reflection of the broader commercialization of cultural content, where stories are less about art and more about plannable revenue streams. These projects are commodified under the guise of “building IP with cross-platform potential,” but this often means sacrificing depth for marketability.
The danger lies in infantilizing cultural narratives, turning them into predictable, market-tested products. When athletes like CJ Perry or WWE stars are pressed into service as creators, the process often involves conforming to existing genre tropes rather than pushing boundaries. The storytelling risk is that these projects will appeal to niche fandoms and superficial audiences but fail to evolve into insightful or culturally impactful content.
Furthermore, the focus on long-term franchise development across multiple media risks fostering a homogenized cultural landscape, where originality takes a backseat to franchise longevity. It’s vital to question whether these projects are genuinely driven by artistic vision or merely manipulated by commercial interests aiming to maximize franchise value. As such, while the strategy is lucrative on paper, it compromises the potential for authentic, meaningful storytelling that could challenge or enrich societal narratives—something sorely needed in today’s media environment.