Ed Moed is helping redefine how sports brands grow—with clarity, creativity, and cultural relevance. As CEO of Hot Paper Lantern and its sports-focused division, Digital Sport, he’s leading a new wave of brand strategy that goes beyond hype to deliver trust, meaning, and results.
Ed shares what today’s most successful sports organizations and startups get right about storytelling, how to avoid “shiny object syndrome,” and why internal culture is just as important as external messaging. From athlete-led brands to venture-backed sports tech, this conversation explores how brand clarity can drive growth in one of the fastest-evolving industries on the planet.
Chapters:
02:39 – The Evolution of HPL in Sports
05:37 – Market Research and Identifying Opportunities 07:59 – The Importance of Storytelling in Business
10:54 – Navigating Challenges as a Startup
13:30 – Internal vs External Storytelling
16:04 – Building Trust and Culture in Organizations
18:54 – Avoiding Shiny Object Syndrome
21:38 – Advice for Young Founders 24:07 – Future Trends in Sports and Technology
27:50 – Closing Thoughts on Communication & Legacy