The Founder


Meet Shannon Nichele!  An enthusiastic sports management professional and entrepreneur from the Washington, D.C. metropolitan area.  She is a proud alumna of North Carolina Agricultural & Technical State University, where she received a Bachelor of Science (B.S.) in Accounting.  Her passion for sports began with competing in primarily basketball and soccer at an early age.  After graduating from high school, she played on the NC A&T Legacy women’s travel basketball team, who won 3 National Championships during her tenure.  Shannon is no stranger to winning as she’s received accolades for her leadership, athletic performance, and professional success over the years.  She is most recently known for owning the only professional women’s basketball team in Prince George’s County — the Maryland Jewels of the Women’s American Basketball Association (WABA).  Currently, she is working behind the scenes on an upcoming documentary titled “You Can’t Retire From This”, Directed by Melanie Page, which highlights the rich history and impact of girls’ basketball in her community.

Since earning her degree from the #1 ranked HBCU in the nation, Shannon began her sports career immediately, gaining experience in youth coaching, team and player management, contract development, and non-profit organizational leadership.  Her most notable moments since working in the sports industry include launching The Hoops & High Heels Project, being the youngest Team Owner in WABA history, creating and hosting her own sports podcast called “Rules to the Game” on Apple Podcasts & Spotify, and becoming a professional athlete agent certified with the Women’s National Basketball Players Association (WNBPA) and the International Basketball Federation (FIBA).

In September 2019, Shannon launched her Swagg Sports® platform to provide professional services to elite athletes, teams, leagues, and community organizations.  Her vision for Swagg is to bring millennial culture to the business of sports, while implementing both traditional and modern philosophies in her sports management and athlete representation practices.

Favorite Quote:

Bio2“There are two kinds of Failure. The first comes from never trying out your ideas because you are afraid, or because you are waiting for the perfect time. This kind of failure you can never learn from, and such timidity will destroy you. The second kind comes from a bold and venturesome spirit. If you fail in this way, the hit that you take to your reputation is greatly outweighed by what you learn. Repeated failure will toughen your spirit and show you with absolute clarity how things must be done.” ~ Robert Greene