Florida Trend
Get FREE Business News Updates

NAVIGATION

February 7, 2016

Florida Life

CEOs Who Break the Mold

Taking off the Gloves

Lori Capullo | 12/1/2010

Taking off the Gloves

Joey Hernandez
Joey Hernandez, 38
Branding Empire / CEO / Miami

Boxing: Won the Georgia State title in 1999 and Florida State title in 2000 as a welterweight.

Education: Bachelor’s in business administration from Georgia State University
[Photo: Gili Shani]
Joey Hernandez has made a career for himself by combining his love of the "sweet science" with his creative talents. Hernandez grew up in the Bronx and began boxing at age 9, later fighting in Golden Gloves competitions. After serving in the Marine Corps, he came up with the idea of creating advertising venues on fighters' backs using henna tattoos. He found sponsors and debuted his concept on the back of middleweight world champion Bernard Hopkins on Sept. 29, 2001, against Felix Trinidad at Madison Square Garden.

Today, Hernandez channels his marketing skills into Branding Empire, the parent company of Ruthless & Toothless, a children's clothing label featuring designs by the tattoo artists from Love Hate Tattoo Studio in Miami Beach — who are also the stars of the TLC reality show "Miami Ink."

The company is growing fast, with Empire Entertainment Group — comprising broadcasting, internet, publishing, merchandising and licensing for the purpose of cross-promoting content and products created by the artists — and the upcoming Upset Gentlemen T-shirt line in the works.

Hernandez eschews iPhones and BlackBerrys. He wishes people would read more books, invest in the future of children and care more about improving the state of the country than about individual accomplishments.

Hernandez credits his boxing background with his success: "It taught me to be disciplined, focused and determined."

Digital Access

DIRECT DIGITAL ACCESS
Add digital to your current subscription, purchase a single digital issue, or start a new subscription to Florida Trend.

TABLE OF CONTENTS
An overview of the features and articles in this month's issue of Florida Trend.

ACCESS THIS ISSUE »

Florida Business News

Florida Trend Video Pick

Table Talk - Secrets of a good winelist
Table Talk - Secrets of a good winelist

Chris Sherman, restaurant editor at Florida Trend, details the features that make a winelist great. This video is first in a series -- see more installments every Friday through February.

Earlier Videos | Viewpoints@FloridaTrend

Ballot Box

Your Super Bowl 50 pick -

  • Carolina Panthers
  • Denver Broncos
  • The Commercials
  • None of the above: Just an excuse to party!
  • Psh... Couldn't care less...

See Results

Ballot Box
Subscribe