When Roc Nation Sports International first opened its London office in 2019, it had no intention of moving into rugby.
However, interested in the hype surrounding England's run in the tournament, a curious Jormark watched that year's Rugby World Cup final in the back of an executive car on his way north to meet Manchester City midfielder and Roc Nation client Kevin De Bruyne.
Yormark listened to a triumphant Kolisi talk about the relationship between South Africa and the Springboks. He had read about the origins of Kolisi, when the future ward's favorite toy was bricks. He was convinced. A few weeks later, Kolisi signed with Roc Nation.
Roc Nation is using star power from other parts of its business to highlight such stories: Kolisi spent time with NBA legend Kevin Durant, while Itoje spent time with superstar producer DJ Khaled at his home in Miami.
However, getting rugby stars to promote themselves as aggressively as artists in other arenas has proven quite a challenge.
It often falls to Paul Adesoye. Roc Nation's head of rugby must overcome an ingrained culture that prioritizes the team locker room above individual empire building, even if he is the epitome of the US Sevens player and Social media star Ilona Maher Viewpoints have changed.
“Guys here are a little more reserved about doing it,” Adesoye said. “To be honest, they are a bit nervous about the reaction of their teammates and the clubs as well. But it is slowly changing.
“Danny Kerr launched a vlog and did a podcast – knowing he was nearing the end of his career, but he was becoming more and more popular in the sport.
“I think it will eventually go in the direction of what happened in the United States where there are current NBA players doing podcasts during the season, telling their story live. It's just a matter of time.”
But the question is whether the time has come for rugby's great push west.