• Loading stock data...
Friday, July 11, 2025

Jonathan Stewart Gets Creative In Business Following NFL Career

  • After 11 seasons with the Carolina Panthers and New York Giants, Jonathan Stewart is spending his time creatively.
  • Stewart is a partner at the marketing firm Coast Creative, as well as replica locker company LockerSource.
Jonathan Stewart
Photo Credit: Chuck Cook-USA TODAY Sports
Jonathan Stewart
Photo Credit: Chuck Cook-USA TODAY Sports

As Jonathan Stewart was running against defenses during his 11-season NFL career, his creativity was bubbling to the surface.

While in college at Oregon, Stewart said he didn’t pursue an academic focus related to creativity, as it was a path he said he wasn’t attuned to. 

But now that he is removed from his playing days he’s embracing his creative side as a partner in a marketing firm, Coast Creative, a creator with his wife at Charlotte Lately, as well as his music production and piano skills.

“I wish somebody would have told me,” Stewart said of the ability to harness creativity in career. “When I got to the league, that’s when I found out. I had people in my life who guided me in the right direction of maybe you want to try that.”

“It’s important you have the right people and do business with people you trust and admire.”

Stewart’s view of business relationships as an athlete took some molding- as a young player with the Carolina Panthers he was led astray by his first financial manager. Once he found the right team, he began to shine, said Mark Heligman, a longtime adviser to Stewart and now a business partner at LockerSource.

“He’s grown dramatically as person and businessperson, from the time he came into the league when he was shy, reserved and not experienced in the real world,” Heligman said. “Once he was surrounded by a good team of people that had his trust, he started listening and embraced his passion.”

“Over the course of his career, he just became more comfortable with who he was and gained self-confidence and let that personality show through.”

Along with the business team, Stewart gives credit to longtime Panthers wide receiver Steve Smith, calling him an open book when it comes to finances.

“He was very blunt and honest about it,” Stewart said.

As his career began to wind down, Stewart began to chat with lifelong friend Tony Rapaglia, who was working at Oracle. Stewart said he always admired Rapaglia, who wanted to leave Oracle and came to Stewart with the opportunity to acquire a marketing firm. Stewart jumped at the opportunity as the two partnered in Coast Creative.

Now with the marketing firm, Stewart is using it as a platform to learn how other industries work and an entry point to invest in additional companies.

“I’ve learned about other businesses, how restaurants and startups are run, how things flow, what’s successful, what’s not,” he said. “What can we do to really help businesses and people grow and be self-sustained.”

One of the clients, LockerSource, has also turned into a partnership. LockerSource is a company that creates replica lockers for fans. It currently has licenses with 12 MLB teams, two NHL teams and outdoor lifestyle brand Mossy Oak. The relationship came from Heligman, who joined the business and brought the marketing client to Stewart at Coast Creative.

“We saw an opportunity to customize our relationship,” Stewart said. “It gives us an opportunity to have skin in the game and that we’re reaping the rewards of our work.”

Both Heligman and Stewart see potential with the lockers, especially as they enter the collegiate space. Heligman said the company will also work with several teams next season for miniature locker giveaways – which can store keys, wallets or signed balls and pucks.

READ MORE: Derek Carr Intent On Providing Others With Opportunity

Outside of Coast Creative, Stewart and his wife, Natalie, acquired Charlotte Lately, a multimedia company that allows him to share his creativity. The couple also is involved with “Inspire the Fire” a nonprofit movement that allows children to embrace their creative side through art and music.

Heligman also touted Stewart’s piano skills, which he has used when he graced the stage with the Charlotte Symphony and in the NFL talent show.

Stewart is also deeply invested in commercial real estate holdings.

“Land in general, things that are tangible that I can go look at and touch,” he said. “Those things are exciting to me. I have a bit of an artistic ability to see something and visualize what it can be in a sense that not a lot of people can do. There’s a lot of cool opportunities in Carolina.”

Linkedin
Whatsapp
Copy Link
Link Copied
Link Copied

What to Read

Feb 5, 2025; New Orleans, LA, USA; NFLPA executive director Lloyd Howell during the NFLPA press conference at the Super Bowl LIX media center at the Ernest N. Morial Convention Center.

NFLPA Head Has Side Hustle With PE Firm That Can Invest in..

The NFLPA’s executive director is embroiled in multiple controversies.

NFL’s Alternate Uniforms Fuel Big Business—and Lots of Nostalgia

The Commanders kick off a run of new NFL helmets and uniforms.

Browns $600M Stadium Deal Hit With Suit Over ‘Unclaimed’ Money

Ohio’s use of unclaimed funds for a new stadium is challenged legally.
exclusive

Fox Extends Erin Andrews, Charissa Thompson Contracts Ahead of NFL Season

Changes are coming at Fox, but Andrews and Thompson stay put.

Featured Today

Rimouski, QC - JUNE 1: Final Game of the 2025 Memorial Cup between the Medicine Hats Tigers and the London Knights on June 1, 2025, at the Colisée Financière Sun Life in Rimouski, Qc.

CHL Is Facing a ‘Pandora’s Box’ of Questions Amid NCAA Talent Departure

As players defect to college, the Canadian Hockey League won’t cede ground.
Jun 28, 2025; Arlington, Texas, USA; Seattle Mariners catcher Cal Raleigh (29) bats during the game between the Texas Rangers and the Seattle Mariners at Globe Life Field.
July 9, 2025

The Torpedo Bat Business Is Still Going Strong: ‘Here to Stay’

Demand for the oddly shaped bats has stayed strong across the sport.
July 6, 2025

American Celebs Want to Be Sports Owners. Soccer Is Where They Start

As U.S. team prices climb, investors set their sights abroad.
July 5, 2025

Baseball’s Celebrity Row: Behind MLB’s First-Pitch Ritual

Often planned, sometimes spontaneous, the ritual throw is baseball’s celebrity row.
Jul 10, 2025; Las Vegas, NV, USA; Dallas Mavericks forward Cooper Flagg (32) dunks against the Los Angeles Lakers in the first quarter of their game at Thomas & Mack Center.

Cooper Flagg Makes Mavericks, New Balance Debut in Win Over Bronny

Thursday marked Flagg’s first game donning New Balance shoes.
Hall of Fame Open at the International Tennis Hall of Fame, Newport.
July 10, 2025

Andy Roddick Slams Billionaire Bill Ackman’s Pro Tennis Gambit

“This was the biggest joke I’ve ever watched in professional tennis.”
July 10, 2025

Jalen Williams Signs Max Deal As Thunder Commit $822M to 3 Stars

Oklahoma City also extended Shai Gilgeous-Alexander and Chet Holmgren.
Sponsored

Game On: Portfolio Players Stories, Brought to You by E*TRADE from Morgan Stanley

Dealmaker Jeffrey Kaplan maps the evolution of sports as an asset class
July 10, 2025

Suns All In on Booker, Who Signs Record Extension Amidst Chaos

The Suns changed their head coach for the fourth time in four years.
Jul 10, 2025; Wimbledon, United Kingdom; Amanda Anisimova of the United States celebrates winning her match against Aryna Sabalenka on day 11 at All England Lawn Tennis and Croquet Club.
July 10, 2025

Amanda Anisimova Stuns Sabalenka to Reach Wimbledon Final, Clinches $2M

The American’s Wimbledon run will continue with her first major final.
Apr 9, 2025; Chicago, Illinois, USA; Chicago Bulls guard Josh Giddey (3) defends Miami Heat guard Davion Mitchell (45) during the second half at United Center.
July 9, 2025

Why Are the NBA’s Biggest Restricted Free Agents Still Unsigned?

Draymond Green said the new CBA is responsible for ending free agency.
July 9, 2025

Jokić Declined a Contract Extension, but the Nuggets Shouldn’t Panic

Jokić still has three years remaining on his current contract.