Worldbuilding and the Athlete-Creator Economy

“Worldbuilding is how humans make sense of the world. It’s how we learn to play.” — Chris Eyerman Worldbuilding is how imagination permeates and becomes culture. It’s the practice of creating meaning people can experience and belong to. In this episode of Object Subject Form, Simon speaks with Chris Eyerman, creative director, worldbuilder, and business architect shaping the future of storytelling through sport, media, and technology. As the founder of TRBLMKR Sports and creative lead for Luka Dončić’s brand 77X, Chris is redefining what it means to build worlds around athletes, bridging creativity, commerce, and community. Before founding TRBLMKR, Chris helped pioneer transmedia storytelling alongside Ridley Scott at 3AM, turning films like Prometheus and Alien: Covenant into immersive digital experiences. He later led TikTok’s Creative Lab, guiding the platform’s creative direction during its rise to a billion users and changing how culture spreads online. Together, Simon and Chris explore how worldbuilding extends beyond film and gaming into fandom, brand ecosystems, and personal identity. They discuss the tension between creativity and business, the power of empathy in leadership, and why understanding both emotion and structure is essential to meaningful storytelling. The episode centers around the athlete-creator economy, the psychology of building trust and lore around people, and how new technologies, from AI to social platforms, are expanding the relationship between creators, culture, and ownership. This conversation is about designing culture, and how the worlds we build shape what people believe in, belong to, and build next. – Chris’ Website: https://chriseyerman.com/ – Connect with Chris on LinkedIn:  https://www.linkedin.com/in/chriseyerman/ – Lore Drops Substack: https://loredrops.substack.com/ – TRBLMKR Sports: https://www.trblmkr.co/ – Connect with Simon: https://www.linkedin.com/in/simonclowes/ – Object Subject Form on Instagram:  https://instagram.com/objectsubjectform