Adam Schefter recently broke the news that the NFL officially appointed “influential storyteller” Dhar Mann is its first-ever ‘Chief Kindness Officer‘ and ‘Creator of the Week’ for Super Bowl LX. Who is he?
Great question!
Even though he has more than 46 million followers on social media, I do not know one single person (of any age and/or gender) who was previously aware of Mann’s existence prior to his appointment by the NFL for the Super Bowl. I must not be the target demographic for his content but, given what I do for a living, it is very unusual for me to have zero crossover with anyone from anywhere in my life.
Who is Dhar Mann?
The 41-year-old entrepreneur and film producer has lived a few different lives. Lets start in present day.
Dhar Mann is the founder of Dhar Mann Studios, a video production company that primarily creates short, scripted videos for YouTube. His channel has more than 26 million subscribers. Every single one of his videos in 2025 accrued at least two million views. At least.
The most popular video from 2019 has more than 50 million views.
Mann also has more than 15 million followers on TikTok…
… and nearly five million followers on Instagram.
Mann is best known for the YouTube videos. However, the 41-year-old does not have background in film or social media.
Dharminder Mann, who goes by Dhar, started his own real estate company at the age of 19. He also founded a few other companies within the decade, like a mortgage refinancing company and a luxury car rental service. They often failed.
And then he got into cannabis.
Mann founded weGrow with former stock broker Derek Peterson in 2010. weGrow was a national hydroponics franchise that sold products crucial to the medicinal marijuana growing process. It also provided education on how to cultivate cannabis. The store was called the “Wal-Mart of Weed” by CNN.
weGrow did not grow weed. It sold the supplies necessary to do so.
Mann later founded a highly-successful cosmetics subscription company called LiveGlam in 2015. He started Dhar Mann Studios in 2018, which produces videos like this:
The videos are supposed to be inspirational and motivational. I don’t get it, but they do huge numbers.
The NFL’s Chief Kindness Officer was previously charged with fraud.
Adam Schefter broke the news that Dhar Mann will serve as the NFL’s first-ever Chief Kindness Officer and Creator of the Week for Super Bowl LX. It is part of a huge push by the league on social media.
Mann officially took over in his new role on Thursday.
Although the NFL is by no means the most ethical organization, its newest employee comes with a controversial past. Mann, the scion of a politically-connected family in the greater Oakland area, pleaded no contest to five felony counts of defrauding the city in 2013.
The case stemmed from allegations that Mann’s real estate and redevelopment company received grant money from the city of Oakland by submitting false and/or misleading documentation in 2008-2009. He was initially charged with 13 felony counts of fraud. That number was ultimately reduced to five.
Mann served five years of probation, paid more than $40,000 back to the city of Oakland and later had the conviction expunged from his record. He is now the NFL’s first Chief Kindness Officer.
To make matters worse, Mann was accused of mistreating his actors in 2023. Seems like a great guy!