The Hustle Daily Show A new media company for Latin sports
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Oct 15, 2025 Karina Martinez, founder of Draft/Drafted, is on a mission to elevate Latina sports culture through her social-first media platform. She shares her journey of creating Drafted and emphasizes the importance of connecting with over 30 million Latinas. Karina discusses how they pivoted from traditional sports coverage to blend culture, fashion, and heritage. Engaging the community through events and leveraging partnerships for monetization, she also foresees a rise in athlete-led content and the merging of sports with music and fashion.
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Personal Drive To Center Latina Sports
- Karina Martinez grew up with sports as a central part of her Latina identity and leadership development.
- She felt mainstream commercial messaging never spoke to Latinas despite their prominence in sports fandom.
Social-First Plus Data Strategy
- Drafted chose a social-first distribution strategy, living on Instagram and TikTok before repackaging into newsletters and IP.
- They combine storytelling with first-party data to understand and serve Latina sports fans better than general outlets.
Culture As The Content Sweet Spot
- Drafted shifted from traditional game coverage to the culture around sports: fashion, beauty, family, and heritage.
- That cultural angle proved to be their content sweet spot for casual and avid Latina fans.