unmtchd.

unmtchd. is the IP engine of culture. 
we help creators and founders turn their ideas into structured IP, brand ecosystems, and scalable assets that grow with them, not just because of them.

through strategy, community, and education, we empower the next generation of entrepreneurs to stop chasing visibility, and start building ownership.

unmtchd. is more than a platform... 
it’s a blueprint for brand equity, creative control, and long-term impact.

→ our collective is a membership for those building brand universes, not just businesses.
→ our frameworks turn story into strategy and content into IP.
→ our belief? IP ownership is the new influence.

if you're building something bold, join the waitlist: www.theunmtchd.com

Founder & CEO

Cupsly

Brand Architect & Advisor

The Unmtchd. Podcast

Founder and Host

PUMA Group

Marketing Director Accessories & Licensing

Teamhead BU Marketing Accessories & Licensing

Teamhead Licensing (Motorsport & PUMA Brand Licensing)

Senior Licensing Manager

Manager Sports Licensing

GRUPO CORTEFIEL

International Marketing Manager Springfield 

Viacom

Category Manager Softlines 

Warner Bros. Entertainment

Retail & Licensing Manager 

NEOMEDIA

Senior Account Executive 

The Walt Disney Company

RETAIL SALES & MARKETING

IP is the new influence. 

After two decades inside entertainment, fashion, and sports - Disney, Puma, Warner - I saw the future of brand-building shifting.

It’s not about chasing followers. 
It’s about owning your story.

Owning your method.
Owning your IP.

So I founded unmtchd. as a future-facing IP engine helping creators and founders turn their ideas into brand equity, structured ecosystems, and legacy businesses.

Through education, frameworks, AI tools, and growth strategy, we give individuals the power to create brands that scale like universes- across products, content, licensing, and culture.

I work with visionary entrepreneurs, creators, and brand leaders who want more than just a logo - they want impact, clarity, and legacy.

This isn’t branding as usual.
This is creative infrastructure.
This is ownership as a growth model.

The future?
Ecosystems of IP, products and platforms that outlive algorithms. A system that grows without you having to be the driving force behind every post, that allows you to build not just a drop, but a legacy.

This is the IP ownership movement.
You in?



💬


Work with us.
Book a workshop.
Join the Unmtchd. community.

Learn more here: www.theunmtchd.com
Speaking & Media Inquiries: hello@theunmtchd.com

______

I use my other channels to inspire and motivate. Follow me 😉

Instagram: www.instagram.com/oanaoleonte
YouTube: www.youtube.com/@oanaoleonte

MTV is shutting down this month.
Warner Bros is being acquired by Netflix.

And suddenly, half of my entire career timeline feels like a case study in how fast culture rewrites itself.

I worked for Warner Bros and MTV in the years when these brands were still defining global youth culture.

MTV launched in 1981 with a provocation:
“Video Killed the Radio Star.”

It wasn’t just a song,  it was a warning.
A signal that technology would always reshape attention faster than anyone expected.

Four decades later, the pattern repeats.

Only now the headline looks different:

“Streaming Killed the Cinema Star.”

Because when Netflix acquires Warner Bros, it’s not just a business move.

It’s the collapse of one era and the birth of a new one, the shift from studio power to platform power.

Attention has always chosen the next winner.

The difference today is this: 
Consumers rewrite the rules in real time.

They don’t wait for premieres.
They don’t wait for channels.
They don’t wait for gatekeepers.

They choose what feels relevant, immediate, and personal.

That’s the evolution of time, and of preference.

Technology compresses both.
Culture accelerates both.

Brands either adapt to that compression, or they get archived with the logos we grew up with.

Working inside Warner Bros and MTV taught me this early:

no brand is too big to be disrupted,
and no brand is too small to become the next cultural force.

The question for every founder and creator today isn’t “How do I get attention?”

It’s:
How do I build something that survives the next shift in attention?”

What do you think the next “video killed the radio star” moment will be?

Oana  Leonte 

Scaling brands through IP strategy and ecosystem design | Founder at unmtchd. → In this era, IP is the new influence.

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I am so f--king tired of the podcasts, panels, and posts saying:
“People don’t burn out because of hard work.”

This is the most entitled take in the industry, and I’m soooo done with it.

Because the only people who say this are the ones with:
assistants, teams, nannies, trainers, chefs, co-founders, editors,
and the privilege to “work hard” inside a fully supported life.

Try building a business alone.
Try raising kids and running a company.
Try starting from zero in a new country.
Try carrying financial pressure, family pressure, cultural pressure —
and then tell me it’s “not the hard work” that burns you out.

It is the WORK.

But it’s also the weight.
The invisible labor.
The missing resources.
The emotional load.

The pressure to keep showing up because your livelihood depends on it.

Burnout happens when the output required to survive
outpaces the support available to sustain you.

And pretending otherwise only gaslights the people actually carrying the load.

If we really want to help people, let’s stop glorifying “more”.
And please, please, please... stop copy pasting these posts on the internet.

Scaling brands through IP strategy and ecosystem design | Founder at unmtchd. | ex Disney, PUMA, Warner Bros. | On a mission to build unmatched brands: distinct by design, scalable by IP, and made to lead culture.

Content vs IP 🤔  What’s the difference??

Every brand or founder I work with faces the same challenge:
they have a business, but they want to scale.

And almost every time, they think the answer is:
“we just need more content.”

But the content isn’t the issue.
The consistency isn’t the issue.
Even the creativity isn’t the issue.

The lack of IP is.

There’s no core message.
No signature system.
No world the audience can grow inside.

That’s where most people get stuck,
they mix up two completely different things:

→ Content
→ IP

And when you confuse them… you end up optimizing for visibility instead of value.

⚡️ Content is the moment.
🏛️ IP is the meaning.

⚡️ Content gets seen.
🏛️ IP gets remembered.

⚡️ Content is fast.
🏛️ IP is foundational.

⚡️ Content shows up on feeds.
🏛️ IP shows up in decisions.

⚡️ Content attracts.
🏛️ IP compounds.

Content helps you be seen.
IP helps you scale and build legacy.

And to be clear — you do need content.
But know that content is distribution for whatever the IP is.

When Simon Porte Jacquemus launched Le Valérie a few days ago, he wasn’t just launchign a new bag.

He was launching memories that you can carry with you.

The bag (named after his mother) is a love letter, not a product.
An artifact of meaning. 

And it says everything about why JACQUEMUS has built one of the most emotionally resonant brands in fashion today.

Every collection, campaign, and runway show connects back to one thing: his story.

The South of France. His childhood. His mother.

It is nostalgia intertwined with product and marketing strategy, and it works.
A living universe that makes meaning his biggest competitive edge.

In the latest edition of The Brand Lab, I break down how Le Valérie encapsulates the full Jacquemus blueprint, and how building from memory can become the most powerful brand play of all.

🔗  Read the full piece it here.

In the business of scaling meaning | Founder and Editor-in-Chief at unmtchd. | Brand Strategy (→) Media • Advisory • Membership

This issue of The Brand Lab is sponsored by Planable, the social media management tool where teams actually collaborate, not just pass feedback around

Open article: Forget being authentic. Focus on creating meaning. by Oana Leonte • 5 min read

Forget being authentic. Focus on creating meaning.

Stephen Curry and Under Armour  have officially split.

And this is probably one of the biggest sports–brand stories of the year.

Here’s why everyone is talking about it:

For the last decade, Curry wasn’t just an athlete on UA’s roster.

He was part of Under Armour’s modern heritage.

His rise reshaped basketball.
His style rewired youth culture.

And for years, his signature line was the closest UA ever got to true cultural relevance in footwear.

This wasn’t a typical endorsement.

It was the core narrative UA anchored its identity to as they were “building a basketball era around the most influential player of his generation.”

Now that era is over.

And the implications are big:

UA loses its strongest long-term story
➜ The brand’s cultural link to modern basketball weakens
➜ Signature footwear momentum becomes harder to sustain
➜ The “Jordan moment” UA hoped to build around Steph ends before it became legacy

From a heritage perspective, Curry was not a chapter.

He was the entire brand book.

The split forces UA into an identity reset:
What does the brand stand for without its defining hero?

The way I see it, there’s a risk and an opportunity:

❌The risk: sliding back into “performance gear” territory without cultural weight.
 
➕ The opportunity: architecting a new era, new IP, new stories, new athletes instead of relying on one.

If you’re a brand leader in sports, fashion, or culture, the takeaway is this:

Human IP matters.
Your story is only as strong as the identities you anchor it to.

For modern brands that human IP can be the founder, but not forever. 

You’ll always need more stories and faces to anchor the brand for the long term. 

What do you think this means for Under Armour’s next decade?

I have a YouTube channel, pls follow 🥲

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