Jason Hobar began his role as Chief Marketing Officer for Cal Athletics in January 2026.
Hobar brings a unique combination of Cal knowledge and elite global brand experience to the role. He previously served as Cal Athletics' Director of Creative Services and Licensing for seven years before spending the past 11 years at Nike in a variety of senior management roles across multiple areas of expertise.
During his time at Nike, Hobar oversaw production studios and licensing teams, delivering product imagery at scale for all of Nike's apparel and footwear lines. He managed brand identities and product imagery across 50 universities and major professional leagues, including the MLB, NBA and NFL, as well as the Olympics, while also directing licensing for major pro and college teams and events.
Hobar is a leader within the department's new unit, Strawberry Creek Studios - a groundbreaking and innovative approach to external relations strategy designed to meet the demands of the rapidly evolving landscape of intercollegiate athletics. Â Strawberry Creek Studios will unite the department's marketing, creative and communications units into a cutting-edge collaboration built to deliver on two primary objectives - revenue generation and authentic storytelling. The current backdrop of college athletics requires a new approach to external engagement, and Strawberry Creek Studios will execute that vision by providing a fully integrated studio model that will redefine how Cal Athletics engages fans, attracts strategic partners and generates revenue.
Like Strawberry Creek flowing through the heart of campus, the mission is to create a continuous stream of authentic storytelling that connects communities and student-athletes, and transforms engagement into meaningful revenue for Cal Athletics and UC Berkeley.
