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Asia Gholston of the Detroit Tigers and Red Wings: 'Sports Has the Ability to Slow the World Down'
It's Detroit vs. Everybody
Asia serves as SVP of brand marketing for the Detroit Tigers and Detroit Red Wings under Ilitch Sports + Entertainment. In that role, she leads brand strategy, creative development, digital platforms, social media and more for two of Detroit’s most iconic franchises.
Previously, she served as vice president of marketing for the NFL’s Jacksonville Jaguars, where her leadership helped earn multiple national creative awards. Her career spans roles with the NFL, the Orlando Magic, L’Oréal, Chevrolet and Cadillac.
We spent two minutes with Asia to learn more about her background, her creative inspirations and recent work she’s admired.
Asia, tell us …
Where did you grow up, and where do you live now?
I grew up in Detroit and I am glad to be back here.
What is your earliest sports memory?
The 2004 Pistons Championship with family—my mom in particular, who is not a sports person at all. But to see the fandom take over almost overnight was fun to watch.
Aside from the one you work for, who are some of your favorite sports team(s)?
Detroit Lions, Detroit Pistons. If you haven’t noticed its Detroit vs. Everybody.
Favorite athlete(s).
What is your favorite sports movie and/or show?
Movie: Love & Basketball. TV: Untold on Netflix.
What is your favorite sports podcast or news show?
News Show: ESPN’s Get Up. By the time I come downstairs in the morning, Greeney and the gang are in full effect.
Your favorite sports video game, if you have one.
Oddly, anything that deals with racing.
What is a recent project you’re proud of?
The Tigers went on an incredible run at the end of the 2024 season, and we painted the town orange—it was electric! We had cheer cards, drone shows, watch parties, rally towels, some of the biggest stars at the ballpark and a different theme for each round of the playoffs. I’ve worked with playoff teams before, but it really does hit different when you get to do it for your hometown.
Someone else’s work that you admired recently.
I loved what the Chicago Bulls did for Derrick Rose’s jersey retirement. The “Last Rose” flower shop pop-up was incredible. Then this year he threw out the first pitch for the White Sox on Opening Day; the video announcement had him taking the mound covered in roses. All the touch points were done so well.
What sports can do that nothing else can.
Sports has the ability to slow the world down. Whether it’s a few moments to watch a play or immersing yourself for a few hours, everything else becomes secondary.
What you’d be doing if you weren’t in the sports space.
I’d still be in brand marketing; I can’t shake it.
2 Minutes With is our regular interview series where we chat with creatives about their backgrounds, creative inspirations, work they admire and more. For more about 2 Minutes With, or to be considered for the series, please get in touch.
