Doug Melville's second interview from the Cannes Lions International Festival of Creativity finds him sitting down with Flavor Flav, whose focus these days has shifted from music and touring toward supporting athletes — particularly women in sports.
Flav traces how reading team captain Maggie Steffens' story led him to sponsor the U.S. Olympic women's water polo team, a commitment that grew into backing the full men's and women's program. He's since tried the sport himself, along with bobsled and skeleton runs in Park City, and hasn't ruled out a run at the 2030 Winter Olympics.
Flav also details the origins of S.H.E. Weekend — Sports, Hospitality and Entertainment — launched after the U.S. Olympic women's hockey team didn't receive the same White House recognition as the men. The event includes a Las Vegas parade from Bellagio to T-Mobile Arena, performances from Sheila E., Chuck D, and Montel Jordan, and a celebration honoring women gold medalists and Paralympians.