Words by Shurida Lundi
After being named Chief Brand Officer of Uber, Bozoma Saint John has been working hard to change the image of Uber. Saint John started at Uber not too long after the C.E.O. Travis Kalanick resigned after allegations of sexual harassment, complaints, and internal investigations. In her first big national television advertisement campaign, Saint John teams up with digital media company Uninterrupted, founded by Maverick Carter and LeBron James, creates Rolling With The Champion. Saint John is Uber’s first chief brand officer and has only been at the company for five months.
ESPN SportsCenter co-anchor Cari Champion is the Uber driver transporting NBA stars and digging into their personal life. Think of Rolling With the Champion as a taxi cab confessions ride with sports stars. The first installing of the campaign with feature Lonzo Ball and Kyle Kuzma, rookies of the Los Angeles Lakers, in an UberPOOL ride.
“The way I’m theoretically thinking about it is that Uber is the official ride of pop culture,” she says. “It’s convenient, but it’s also the way of life now, how you experience all the things you do in pop culture, whether it’s sports, music, fashion or art”, said Saint John.
Over the next two months in the coming videos, we will see NBA players DeAndre Jordan of the Los Angeles’ Clippers as well as retired players, Paul Pierce and Chauncey Billups.