• Loading stock data...
Monday, December 9, 2024
Tune in on Dec. 11 at 1:05 p.m. ET for our last Future of Sports virtual summit of the year – Future of Sports: Marketing! Register Now

How Muralist Jonas Never Carved Out a Place in the Sports Industry

Jonas Never Woods
jonas-never-murals

Photo credit: Jonas Never

Muralist Jonas Never unveiled his latest mural this week at the PGA Tour’s Genesis Open.

The mural at the tournament in Pacific Palisades, California features a large Tiger Woods, just the latest athlete to receive Never’s painted treatment.

His mural counts are likely well above 200, but Never lost track somewhere after 100. He commissioned two pieces for the Genesis open on behalf of TGR Live, a Tiger Woods venture that puts on premium events.

Never first started getting attention from teams when he painted a mural following the death of ESPN anchor Stuart Scott. As a longtime bartender, Never watched a lot of “SportsCenter” and felt as though he knew Scott. The mural caught the attention of ESPN, which realized much of his work involved athletes and began to feature him.

As that happened, more teams began reaching out wanting to work with him. When he started out, he never imagined murals would be a way to make a name for himself, a living or get him on “SportsCenter.”

“Not in a million years,” he said. “I played baseball in college. I thought if I ever got on ESPN it’d be for pitching, not painting.”

Los Angeles teams took notice because he’s done so many in his hometown, a place that’s been appreciative of his art for a long time.

READ MORE: GolfPass Could Set Standard in 21st-Century Sports Media

He began painting murals before spray paint was deemed an appropriate form of art and people were still apprehensive to the medium. To help combat the stigma, he began painting subjects affiliated with where people lived and that navigated to movies, pop culture and eventually sports.

“I noticed how much people took to it and really honed it from there,” Never said.

His work does draw up a lot of emotions; more often than not, the emotions are harmless. He knows most of his paintings won’t last forever and everyday wear and tear will take their toll. A major piece he did of LeBron James, however, was vandalized twice.

“The hate and love he brought was incredible,” Never said. “The way public art can affect people is incredible, and now it’s not just in-person but seeing it on Instagram or TV. People are flying to see it.”

[mc4wp_form id=”8260″]

Some of Never’s work is spontaneous. He started the James mural a few days after he signed with the Lakers and finished in less than two days. Other times, his work can take longer from concept to wall. His longest project took three months in Venice Beach.

He also likes to balance between paid work and his own artistic mind. He tries to keep Sundays free for himself, as working seven days in a row on a piece can be exhausting.

“Maintaining the quality of work is hard,” he said. “So, fresh eyes can help the maintain passion and sanity.”

Deciding on what to paint can be difficult. He needs to be sensitive to how athlete current events could alter how a painting is perceived in the public. Instead, he likes to paint lasting moments, like Kirk Gibson’s home run in the 1988 World Series for the Dodgers or lengthy careers like Kobe Bryant.

READ MORE: Meet the New Creative Team for the Alliance of American Football

He gets geeked when athletes like Dodgers outfielder Justin Turner or Lakers guard Lonzo Ball visit his work, but also other celebrities, like Ralph Macchio visiting his “Karate Kid” mural.

“As an ’80s kid, that was one of my proudest moments,” he said.

While an overwhelming majority of his paintings have been in the Los Angeles area, he has made his way to a few other destinations such as Boston, Detroit, and Colorado. He loves the pride and the number of subjects in Los Angeles, but he wants to start murals in more places across the globe. One specific project he has in mind involves Odell Beckham Jr. in New Jersey.

“Los Angeles has perfect weather and it never rains,” he said. “I love when I can go to dinner and have pride in something I pass, but I don’t want to saturate the market either, and I’d love to explore other teams and cities.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Nov 2, 2024; Ann Arbor, Michigan, USA; Michigan Wolverines cheerleader runs with a flag before the game against the Oregon Ducks at Michigan Stadium.
opinion

College Football’s Billionaire Backer Era Begins

Is this the new normal in CFB recruiting?
LA Galaxy forward Dejan Joveljic (9) celebrates with midfielder Riqui Puig (10) after scoring a goal against Seattle Sounders FC in the second half in the 2024 MLS Cup Western Conference Final match at Dignity Health Sports Park

With or Without Messi, Major League Soccer Is Barreling Into the Future

After the Cup final, the league looks to accelerate its growth.
Nov 2, 2024; Dallas, Texas, USA; Southern Methodist Mustangs head coach Rhett Lashlee leads SMU on to the field before the game between the Southern Methodist Mustangs and the Pittsburgh Panthers at Gerald J. Ford Stadium.

Every Power 4 Championship Game Will Have a Conference Newcomer

Oregon, SMU, Texas, and Arizona State will all play for titles.

Featured Today

Dec 18, 2022; Lusail, Qatar; FIFA president Gianni Infantino claps during the awards ceremony after the 2022 World Cup final between Argentina and France at Lusail Stadium.

FIFA Wants More Matches. Resistance Is Growing Inside the Global Soccer World

Resentment and frustration over expanded schedules is nearing a breaking point.
November 30, 2024

U.S. Investors Are Gunning for England’s Small Soccer Clubs

Is another Hollywood-like success story possible among the U.K.’s smallest clubs?
Nov 1, 2024; Boise, Idaho, USA; Boise State Broncos running back Ashton Jeanty (2) leads the team onto the field prior to the first quarter against the San Diego State Aztecs at Albertsons Stadium.
November 29, 2024

Schools Are Scrambling to Prepare for the NCAA Revenue-Sharing Era

In the post–House v. NCAA world, “everyone’s kind of on their own.”
Nov 4, 2024; Kansas City, Missouri, USA; Recording artist Taylor Swift arrives prior to a game between the Tampa Bay Buccaneers and the Kansas City Chiefs at GEHA Field at Arrowhead Stadium.
November 29, 2024

The PWHL Could Be Inviting a Date With Taylor Swift’s Legal Team

The Toronto Sceptres may have opened a Pandora’s box of trademark issues.
The stands at the Solheim Cup

LPGA Apologizes for Solheim Cup Fan Bus Debacle That Left Stands Half-Empty

The USA-Europe women’s team golf event teed off Friday morning.
October 3, 2022

Real Madrid President Renews Call for Super League

Real Madrid’s president believes that soccer is losing ground.
May 20, 2024

Top Sports Business Jobs This Week (May 2024)

Each week, our staff combs through the thousands of job listings from…
Sponsored

How UBS Crafts Impactful Partnerships Across Sports, Arts, and Culture

As UBS continues to expand its impressive array of sports and entertainment partnerships, the company solidifies its position as a leader in wealth management.
August 10, 2022

PGA Tour Touts Projected Earnings to Keep Players

The PGA Tour is asking its players to consider their potential futures.
August 10, 2022

Bayern Munich to Make Growth Push in U.S. Market

Bayern Munich is looking to expand its reach in the U.S.
Nintendo-logo
August 3, 2022

Nintendo Profits Underwhelm, Switch Sales Decline

Nintendo failed to meet expectations in the company’s latest earnings report.
manfred_at_microphone
August 19, 2021

MLB Owners Propose $100M Salary Floor

Major League Baseball owners have proposed a $100 million payroll minimum for MLB’s 30 teams and a lower luxury tax threshold.