Fana Media reported two decades of youth development work across Ethiopia, the United States, and other countries.
About Next Level
Built through two decades of practical work.
More than 20 years helping brands, institutions, and communities communicate, connect, and grow.
Our story
How Next Level developed.
Next Level began operating around 2006, building its reputation through direct marketing, brand activations, sports events, communications, and snack distribution. The company was formally registered by the Addis Ababa City Administration Trade Bureau in 2018.
From international basketball tours and youth programs to consumer products, television production, documentaries, press conferences, and stakeholder engagement, our work has always lived where strategy meets real audiences.
We do more than create visibility. We build the relationships, experiences, and field execution that make visibility valuable.
2006
Next Level begins operating through direct marketing, promotions, sports, and field execution.
2018
Formally registered by the Addis Ababa City Administration Trade Bureau.
Today
Led forward with two decades of relationships, market knowledge, and international ambition.
Leadership
Founder
Carlos Thornton
After a professional sports career spanning American football and basketball in Israel, Carlos founded Next Level and shaped its reputation through sports marketing, youth development, media production, event promotion, and international relationship development. His wider work in Ethiopia has used sport as a platform for education, opportunity, culture, and community connection for roughly two decades.
Project Manager
Dawit Abebe
Dawit leads project coordination and delivery, helping the company translate client goals into organized, accountable market execution.
The founder's wider impact
Sport created pathways for young people.
Carlos Thornton's public record helps explain the operating philosophy behind Next Level: create programs people value, build the partnerships around them, and turn attention into lasting opportunity.
Ethiopian Business Review reported that Thornton helped five Ethiopian players sign with college teams in the United States.
The Reporter documented former camper Daniel Haileleul returning years later to serve as a head coach alongside Carlos.
Government coverage identified him as manager of Ethio Ballers Game Centre during a diaspora sport and culture program in Addis Ababa.
How we work
Principles used across every project.
Audience first
We start with who needs to move, what matters to them, and where attention becomes action.
Local fluency
We understand the relationships, rhythms, and realities that shape the Ethiopian market.
Own the execution
We remain involved in strategy, production, venues, field teams, and distribution.
Build lasting value
We look beyond one campaign to create recognition, partnerships, and repeatable growth.
Your next move
Ready to move
the market?
Tell us what needs to reach the right people. We’ll help shape the strategy and carry it into the market.
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