Checliss Rice

Checliss “Big C” Rice is the CEO of Madhouse Media and Gametime Athletics. These two innovative companies focus on communication technology and urban clothing. Madhouse Media is the managing source for Vontoo, the first permission-based, on-demand voice messaging system ever created, allowing recording artists send audio messages to the mobile phones of their fans. Gametime Athletics is a leading designer and distributor of custom athletic and urban apparel. Headquartered in Memphis, Gametime Athletics is home to the “M-Town” shoe collection.

As the founder of both companies, Rice has built an empire with unlimited growth potential. He began his career by developing innovative marketing strategies for the Academy Award winning rap group Three 6 Mafia. In 2001, Rice was apart of the merchandising and media support team on the Scream Tour headlined by platinum selling rap artist Bow Wow and R&B singing sensation Omarion. Through that opportunity Rice amassed numerous connections in the industry and started designing custom jerseys during the throwback craze in 2003. Rice has dressed hip-hop and R&B heavyweights such as Paul Wall, Chamillionaire, Master P, David Banner and Mario. With the success of the throwback jerseys, he expanded his designs to include custom jackets and tees. The Gametime Athletics brand went retail in 2005 with the “Hood Collection”, a line of custom tees. Rice sensed a need for multiplicity in urban clothing lines and launched Sugarplums for women and Lavince Casuals for men.

A defining moment for Rice occurred when Gametime Athletics merged a joint venture to design shoe collections for the Milwaukee Bucks, Minnesota Timberwolves and home team, the Memphis Grizzles. After the launch of the “M-TOWN” shoe collection, an edgy assortment of sneakers nicknamed for Memphis, the same artistic concept was created for NBA teams. Rice states “I noticed everyone was so excited about their hometown so I decided to take it to another level and use a different approach.” Gametime Athletics’ custom designed shoe collections have introduced a whole new genre of team merchandise in the sports industry.

Rice is a native of Memphis and has been nationally recognized for his innovative entrepreneurial skills. Gametime Athletics was recently presented with the prestigious 2005 Southern Entertainment Clothing Line of the Year Award. Rice’s achievements have received national attention on numerous television and radio programs and newspaper and magazine articles.

- Aerial M. Ellis/Monique Smith