/ About

A modern firm for the new athlete economy.

Daniel Reyes, Founder

Founder Story

Daniel Reyes

After a decade managing top-tier talent at legacy agencies, Daniel founded APEX in 2016 with a radical thesis: athletes are no longer just endorsers — they are media companies, cultural founders, and operators in their own right.

APEX was built to serve that new reality, with an operator's mindset, in-house production, and a refusal to treat representation like a transactional business.

Mission

To build the most trusted firm for elite athletic talent on earth.

Athlete First

Every decision starts with the long-term equity of the talent we represent.

Cultural Fluency

We operate at the intersection of sport, fashion, music, and tech.

Operator Discipline

Strategy backed by sharp execution — never one without the other.

/ Team

Operators & Builders

The APEX team

Daniel Reyes

Founder & CEO

Sasha Lin

President, Talent

Maya Okoro

Head of Brand Partnerships

Tomas Velez

Head of Content Studio

/ Trajectory

Ten years of growth

  1. 2016Founded in NYC with five athletes.
  2. 2019First nine-figure brand activation.
  3. 2021Expanded to London and Madrid.
  4. 2023Crossed 200+ athletes and $1B in tracked deal value.
  5. 2026Opened Tokyo and São Paulo studios.

Why Brands Choose Us

Curated Roster

We represent a tightly selected group of athletes — not a volume play.

Full-Stack Team

Negotiators, producers, strategists, and analysts under one roof.

Measured Outcomes

Every campaign reports on lift, sentiment, and commercial impact.