160over90 is now the official name of the former Endeavor Global Marketing. President Ed Horne wished to distinguish his branch from the parent company, Endeavor, to give employees a “rallying cry.” Endeavor paid about $200 million to acquire 160over90, and they are quickly getting bang for their buck. Company officials describe the rebranding process as “the natural next step in the agency’s evolution.” Endeavor CMO Bozoma Saint John and Global Marketing President Horne chose to adopt the name 160over90, which signifies an elevated blood pressure. 160over90 “refers to the excitement and emotional response that we want all-out work to elicit.”
Endeavor encompasses the portfolio of brands that previously fell under the WME/IMG moniker, including WME, IMG, the Miss Universe Organization, UFC and the Professional Bull Riders organization. This rebrand begins the next phase of their tremendous growth. Horne spoke about what the purchase of 160over90 will provide to Endeavor. Specifically, he cited the network that comes with 160over90, widening the already diverse and extensive clientele. He also spoke about certain cultural trends that 160over90 excelled in tapping into. For example, the agency has done a lot of recent work for Lightlife, a plant-based meat substitute company.
Moving forward, Endeavor Global Marketing will operate as 160over90.