Mission & Objective
Mission & Objective
S2 Sports Marketing Partners is here to help our clients navigate through the intricacies between the East and West, to connect athletes and their global audience, and to help brands better connect to their consumers.
Our Name
Our Name
S2 stands for "双生" (Pronounced Shuāng Shēng) which translate directly to “Double Life” or “Double Identity”.
“双” represents embodying two cultural identities, two sporting identities, and equal business opportunities in both the East and West. “生” represents birth and life and it can be directly applied to this agency born during the Chinese sports renaissance. Together 双生 means "double life" or "double identity".
This is very much something our founder, Joseph Ya-Shing Krassenstein, has embodied being Half-Chinese and Half-American and as a former high performing athlete that is now working on the other side of the game in sports and athlete marketing. Joseph maintains that "double identity" with deep roots in both Asian and Western cultures and in helping his partners bridge the gap.