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With goblins, spellcasters and delis, board game makers are imagining new Jewish worlds
(JTA) — Running a not-so-Zagat-rated deli, dropping into a Chinese restaurant for Christmas Eve dinner and acting out a bat mitzvah that involves a vampire — for contemporary board game fans, those can be all in an evening’s play.
That’s because a crop of new games aims to merge Jewish ideas and experiences with the aesthetics and language of games such as Dungeons & Dragons. Dream Apart places players in a fantastical reimagining of a 19th-century shtetl, for example, while J.R. Goldberg’s God of Vengeance draws inspiration from the Yiddish play of the same name. In the games in Doikayt, a collection released in 2020, players can literally wrestle with God.
Known as tabletop role-playing games because they ask players to take on a character, these games and their creators imagine exciting new worlds, subvert classic tropes in fun and irreverent ways, and reinterpret Jewish history and identity.
Tabletop role-playing games like Dungeons & Dragons and Call of Cthulhu have exploded in popularity over the past several years, with many — including at least one group of rabbis — picking up the Zoom-friendly hobby during the height of the COVID-19 pandemic. But the new Jewish games aim to do more than just provide a diversion or even an escape.
“Depending on your family, depending on your synagogue, depending on your community, you may have gotten more or fewer options of what Jewishness could mean in your imagination,” said Lucian Kahn, who created a trilogy of humorous Jewish role-playing games.
“What some of these games are doing is opening that up and pointing to alternate possibilities of imagining Jewishness, not as a way of converting anyone to anything else, but just as a way of showing the tradition is enormous,” he added.
Kahn is the creator of If I Were a Lich, Man, a trilogy of humorous games whose name is a mashup between a “Fiddler on the Roof” song and an undead character, the lich, that frequently appears in fantasy fiction and games. In the title game, players are Jewish liches — spellcasters whose souls, in the lore of Dungeons & Dragons, are stored in phylacteries, the Greek word for tefillin used by Jews in prayer. Representing the four children of the Passover seder, they debate how their community should address the threat of encroaching holy knights.
In some cases, the association of Jews with monsters has given rise to charges of antisemitism — the goblins of “Harry Potter” offer a prime example. But Kahn said he sees Jewish-coded monsters, and queer-coded villains, as figures of resistance.
“There’s a long tradition of looking at the monster and seeing that the reason why these are monsters is because the people who have oppressive power have decided that these are going to be the enemies of the ‘good’ oppressive powers,” Kahn explained. “But if you don’t agree with their ideology, if you’re seeing yourself as being a member of a marginalized community and being in opposition to these oppressive powers, then you can look at the qualities assigned to these monsters and some of them are qualities that are good.”
For Kahn, Jewish-coded monster characters also provide more of an inspiration than the archetypes of more traditional games.
“Maybe somebody thinks they’re insulting me or insulting Jews,” he said. “My response is: I like vampires and liches and trolls and goblins and think they’re much more interesting than bland white muscular humans running through the fields with a cross on their chest hacking at the same things with a sword over and over again.”
Kahn’s outlook has resonated in the tabletop role-playing game community. In February, he and Hit Point Press launched a Kickstarter to fund production of If I Were a Lich, Man. The campaign smashed its $5,000 goal, raising $84,590, enough to hit one of the campaign’s stretch goals of funding a grant to support independent zines about tabletop role-playing games.
The successful campaign means that Kahn’s three games will go into production. In addition to the game about liches, the trilogy includes Same Bat Time, Same Bat Mitzvah, in which players act out a bat mitzvah where one guest has been turned into a vampire, and Grandma’s Drinking Song, inspired by how Kahn’s Jewish great-great grandmother and her children survived in 1920s New York City by working as bootleggers during Prohibition.
In Grandma’s Drinking Song, players write a drinking song together as they act out scenes. Kahn, the former singer/songwriter and guitarist for Brooklyn Jewish queercore folk-punk band Schmekel, wanted to carry over elements of music into this game.
A throughline in all three games is the power of creative resistance to authority — a narrative that Kahn said strikes him as particularly Jewish.
“There are all these stories in Jewish folklore that are really overtly about finding trickster-y or creative ways of fighting back against oppressive and unjust governmental regimes, evil kings, bad advisors,” Kahn said. “One of the first stories I ever heard in my life was the Purim story, so it’s very embedded in my mind as a part of Jewish consciousness, when evil rulers come to power and try to kill us all, we’re supposed to find these outside-the-box ways of preventing that from happening.”
For some Jewish creators, Jewish holidays are an explicit inspiration. Like many Jewish kids of the ‘80s and ‘90s, Max Fefer, a civil engineer by day and game designer by night, grew up loving the picture book “Herschel and the Hanukkah Goblins,” which remains a popular festive text. But as Fefer notes, goblins are often associated with antisemitic stereotypes. Fefer’s first Jewish game, Hanukkah Goblins, turns the story on its head — players interact as the jovial goblins, who are here not to destroy but to spread the spirit of Hanukkah to their goblin neighbors.
Last year, Fefer launched a successful Kickstarter for another Jewish holiday-inspired tabletop role-playing game, Esther and the Queens, where players assume the roles of Esther and her handmaidens from the Purim story, who join together to defeat Haman by infiltrating a masquerade party as queens from a far-off land.
Esther and the Queens channels Fefer’s Purim memories and includes carnival activities, including Skee-Ball; a calm, relaxing Mishloach Manot basket-making; and a fast-paced racing game.
“All of our holidays, they’re opportunities for us to gather as a community in different ways,” Fefer said. “Watching this satirical, comedic retelling of the story of Purim and the Esther Megillah and coming together into a theater, in a synagogue, to watch these spiels and laugh together and spin the graggers when we hear Haman’s name — all of those things help us build identity and community, and I think games in particular surrounding identity, that’s a great way for a Jewish person themselves to feel seen in a game and reinforce their identity, and share their background with friends.”
Another pair of Jewish game creators, Gabrielle Rabinowitz and her cousin, Ben Bisogno, were inspired by Passover.
“The seder is kind of like an RPG in that it’s a structured storytelling experience where everyone takes turns reading and telling, and there’s rituals and things you do at a certain time,” Rabinowitz said. “It’s halfway to an RPG.”
The game became a pandemic project for the two of them, and alongside artist Katrin Dirim and a host of other collaborators, they created Ma Nishtana: Why Is This Night Different? — a story game modeled on their family’s seder. The game follows the main beats of the Exodus story, and in every game, there will be a call to action from God, a moment of resistance, a departure and a final barrier — but different characters and moments resonate depending on the players’ choices.
As an educator at the Museum of Natural History, Rabinowitz said she is often thinking about how to foster participation and confidence, and she wanted to create a game-play mechanic to encourage players to be “as brazen as her family is.” The result was an in-game action called “Wait! Wait! Wait!” — if players wish to ask a question, make a suggestion, disagree with a course of action or share a new perspective, they can call out “Wait! Wait! Wait!” to do so.
The game also includes a series of scenes that are actively roleplayed or narrated, and each includes a ritual — one that can be done in-person or an alternate remote-friendly version. For example, at one point each player must come up with a plague inspired by the new story they’re telling together, and in the remote version, players go camera-off after reciting theirs.
“The fact that it was created during the pandemic and a way for us to connect and other people to connect with each other is really the soul of the game,” Rabinowitz said. “After each person tells a plague, by the end, all the cameras are off and everyone stays silent for another minute. It’s a hugely impactful moment when you’re playing remotely. The design is interwoven in the game itself.”
Rabinowitz said by playing a story of a family undergoing these trials, the themes of family and identity deepen every time she plays the game.
“A lot of people say, ‘Wow, I’ve never felt more connected to this story,’” she said. “Embodying these characters gave me a feeling of relevance and that makes it feel important as a Jewish precept.”
For other creators, that deep connection comes in more lighthearted scenarios. Nora Katz, a theatremaker, game designer and public historian working at the Goldring/Woldenberg Institute of Southern Jewish Life (ISJL) by day, created the Jewish deli-centered game Lunch Rush, which was included in the Doikayt anthology.
“There’s also types of institutions that come up a lot in [tabletop role-playing games], especially sort of high fantasy,” she said. “Everyone meets in a tavern, there’s an inn, things like that. So the idea of a deli as a central gathering place in a world like that felt fun to me.”
An important element of Lunch Rush is that players must be eating while playing, so for Katz’s first round with friends, they got together with chocolate chip ice cream and dill pickle potato chips. She said the deli is a shared language, and her fellow players were all bringing in their own favorite things about delis they loved into the fictional place they were building together.
Tabletop role-playing games “at their core are about collaboration and relationships and storytelling and community, and for me, all of those things are also what Jewishness is about, to me they totally go hand in hand,” Katz said.
The games are not meant to be for Jewish players only. Rabinowitz said the guidebook for Ma Nishtana includes essays to encourage people to further engage with the narrative.
“Jewish players, non-Jewish players, priests, non-religious people, all different people have played it and almost all of them have told us it’s given them a new way of thinking of how they relate to religious tradition, and I didn’t really set out to do that,” Rabinowitz said. “I feel really privileged to have helped create that space.”
Rabinowitz and Bisogno also commissioned other creators to build alternate backdrops for their game, so it can be repurposed to telling the story of another oppressed people’s fight for freedom. Players can interact as embattled yaoguai, spirits from Chinese mythology; explore a Janelle Monáe-inspired Afrofuturist world; play as Indigenous land defenders; or unionize as exploited workers at “E-Shypt.”
Fefer, who has been amplifying the work of other Jewish creators in the tabletop role-playing game space, said the harm of stereotyping and reinforcing negative tropes is still present in the industry, and not just for Jewish people. For example, fans recently criticized Dungeons & Dragons publishers Wizards of the Coast for reinforcing anti-Black stereotypes in the descriptions of a fantasy race, the Hadozee.
“I think it’s a process of talking to people who are from these groups and bringing them onto your teams and making sure you’re incorporating their perspectives into, in the example of Dungeons & Dragons, a hundred-million-dollar industry, being intentional about that design and looking at things from lots of different angles,” Fefer said. “How could our branding, our games be reinforcing something we’re not even aware of?”
Fefer hopes people who play Hanukkah Goblins and Esther and the Queens feel seen and have moments of shared joy, and also that they learn something from these games — about the antisemitic tropes in fantasy, or about underrepresented groups within the Jewish community. With Esther and the Queens, Fefer collaborated with a writer and artist, Noraa Kaplan, to retell the Purim story from a queer and feminist lens, drawing on Jewish texts that the pair said shows the long presence of queer and trans people in Jewish tradition.
“We have a lot of richness within Judaism to share our culture and share our upbringing but also just be representation,” Fefer added. “We’re living in a time of heightened antisemitism and the world being a gross place to be at times, and we can really bring the beauty of Judaism into game design and create experiences for people that are both representative of Judaism and also just very Jewish experiences.”
But for all the important conversations and learning experiences that can come from Jewish tabletop role-playing games, Katz said the goofiness and joy is important, too.
“We live in such a horrendous society that is of our own making,” she said. “If you can, for a little while, enjoy an anticapitalist fictional deli that you and your friends live in, I think that’s great.”
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The post With goblins, spellcasters and delis, board game makers are imagining new Jewish worlds appeared first on Jewish Telegraphic Agency.
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How the Forward got a cameo in ‘Marty Supreme’
“The challenging thing about any film, for me, is you’re trying to build these worlds, so you’ve got to find the elements,” said Jack Fisk, production designer for Marty Supreme, and regular collaborator with big names including Terrence Malick, Paul Thomas Anderson, David Lynch and Brian De Palma.
“We’re trying to piece together bits of reality to tell our story, and that look right for the period,” Fisk said in a Zoom conversation, the day Marty Supreme got a Best Picture, Musical or Comedy, nomination from the Golden Globes. “So the challenge is to find them, that you can get to them reasonably and within the day, and that will fit in your budget.”
Often the on-the-ground reality of the filming location inspires the scene, but sometimes it gets in the way and forces the art department to get creative. Both were the case in a blink-and-you’ll miss it moment in Josh Safdie’s epic of a schvitzer table tennis champ.
While shooting a scene on location at Seward Park on the Lower East Side, the original Forward Building, with its historic preserved façade, loomed in the background. It fit the film’s early 1950s setting, and the biography of Marty Reisman, the real ping-pong pro whose 1974 book The Money Player inspired the film, and who grew up on East Broadway and learned the game at the Education Alliance in the neighborhood.

“Josh told me that, you know, ‘That’s this Jewish newspaper, it’s been here forever’” said Fisk.
It was more than a bit of trivia from a lifelong New Yorker. It was a fix to a problem: modern street signs opposite the park, which were decidedly out of place but which the city wouldn’t bother removing for a one-day shoot.
So Fisk and his team, drawing inspiration from the locale, built a Forward delivery truck to block out the signs. He even recalls printing up some papers. The graphic artists relied on reference photos to reproduce the font — painting the cargo bed immediately after a period-appropriate truck arrived. Fisk thinks it may have still been wet on shooting day.
Every time Fisk entered a neighborhood for this New York shoot — his first since 1974’s Phantom of the Paradise, directed by De Palma — he looked for traces of the past to take advantage of. (In the case of Phantom, Fisk opted to use the Brooklyn building of the Pressman Toy Corporation— a Jewish-owned outfit known for manufacturing Chinese Checkers and the family firm of Hollywood producer Edward R. Pressman — as a prison instead of filming in a real jail; Fisk said all the ones he scouted looked “too nice.”)
Recreating the lost world of Marty Mauser, played by Timothée Chalamet, posed its own challenges.
Central to the film, if only briefly seen in the final cut, is Lawrence’s Broadway Table Tennis Club on 55th St. The building was demolished, but Fisk, together with producer Sara Rossein (who is also Safdie’s wife), was able to get hold of blueprints and black-and-white photos through tax records, government archives and a magazine feature. Rossein’s discovery of a 16mm piece of film clued Fisk in on the color palette.
Fisk got his start in film working for B-movie maven Roger Corman (“Every other page there was a bare breast or something,” he recalled of the scripts) so he is no stranger to improvising on a shoestring. In fact, he relishes it. On Marty Supreme, as maximalist a picture as Safdie has ever made, the budget — despite being reportedly the most-expensive A24 production yet at around $60-70 million — often creaked, calling for some creative problem solving.
There’s a scene where Marty volleys an apple into a bowl in a building across from his hotel room. There wasn’t money to retrofit the room in the window, so the period stove viewers see is an image printed from a plotter — a massive printer — pasted to the wall. Norkin’s Shoe Shop, where Marty works, was an actual location on Orchard Street, but the crew built modular units of the storefront so they could move the shots away from a modern-looking hotel recently built nearby.
While Marty Supreme is largely rooted in New York, with some detours to New Jersey, London and Tokyo, there’s a memorable sequence set at Auschwitz, as former world champion tennis pro Bela Kletzki (Géza Röhrig) recounts his life in the camp.
“It’s kind of horrible and challenging at the same time,” Fisk said of recreating a part of the death camp. “Everybody’s knowledge of Auschwitz and concentration camps really helped make the set.”
The dimly lit barracks were built inside a house that doubled as the set for a farm in New Jersey where Marty tries to retrieve a lost German shepherd.
Fisk said Röhrig, who starred in the Auschwitz-set film Son of Saul and converted to Orthodox Judaism after a visit to the camp, was excited for the scene. (Fisk noted that Röhrig is part of his longtime collaborator Terrence Malick’s upcoming film, The Way of the Wind, where the actor will play Jesus, possibly the first Orthodox Jew to embody that role on the big screen.)
Fisk’s work on Marty Supreme has been noted in nearly every review — even the rare pan in Time singled out his production as “the best thing about the movie” — but it’s technically not his only film this year.
Springsteen: Deliver Me from Nowhere shows the Boss watching Malick’s Badlands on his home television; the crime drama was the inspiration for the singer’s album Nebraska, the making of which is the crux of the biopic. Fisk is grateful Badlands is still resonating, as it marked the beginning not only of his most prolific collaboration, but was the set where he met his wife, Sissy Spacek.
While Fisk is a sought-after talent for the ambitious auteurs looking to wind back the clock — his most recent credit is Martin Scorsese’s Killers of the Flower Moon, for which he was nominated for his third Oscar — his most personal connection was with David Lynch, his friend since high school.
Lynch died in January, during the production of Marty Supreme. Fisk was in Japan working on one of the last scenes soon after his passing, and was gratified to see people hosting film festivals in diners in Lynch’s honor.
Marty Supreme is the first film Fisk has done with Safdie, and while it is a relatively early work (Safdie is just 41, though this film is his seventh feature, and his second without his brother, Benny), the veteran production designer was impressed by his enthusiasm and his attention to detail.
“I always tried to prepare myself so I have a little bit more detail than he asked, which is very hard to do,” Fisk said.
It’s that eye for minutiae — and the need to block out the blight of modernity — that paved the way for the Forward’s brief cameo. Fisk, for his part, likes the look of the Yiddish.
“It’s so graphic and beautiful and you can move it around,” Fisk said of the truck. “The camera’s gonna miss it, you can just back it up five feet to see it.”
The post How the Forward got a cameo in ‘Marty Supreme’ appeared first on The Forward.
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A Hanukkah menorah in the window for eight days? Try an Israeli flag for two years
There’s a robust online debate over whether Jews this year should publicly display their menorahs given the rise in antisemitism. Here’s my suggestion: Ask Elon Rubin.
Rubin owns Sundays Cycles, a custom bicycle shop in Santa Monica, California, that since Oct. 7, 2023, features a large Israeli flag in its window. Every time I drive down Main Street, passing boutiques, restaurants, nail salons and Pilates studios, I see that flag, draped inside several square feet of the glass storefront. It is meant to be seen.
“I’m an Israeli citizen,” Rubin told me when I met him at his store last month. “After everything that happened on Oct. 7, it was the least I could do.”
What drew me into the store was the simple, quiet defiance of Rubin’s decision, which stands in stark blue-and-white contrast to the constant, hand-wringing debate American Jews are engaged in over such symbols.
Those concerns bubble up to the surface like sufganiyot in hot oil around Hanukkah, when Jews are commanded to place their menorahs in windows so that they are visible to all.
The Talmud says the menorahs must be displayed to “publicize the miracle” of Hanukkah.
But more and more American Jews are worried — as their European Jews have been for many years now — about announcing their Jewishness to the outside world.
Some 42% of Jewish Americans report feeling unsafe wearing or displaying Jewish symbols in public since the Oct. 7, 2023, Hamas attack on Israel, and 40% have avoided doing so, up from 26% in 2023.
Those fears aren’t new, but they have risen as have antisemitic attacks, anti-Israel protests and online threats.
When I walked into Rubin’s spacious, hospital-clean bike shop, I asked if he shared those fears.
“There’s nothing to be scared of,” he said.
One look at Rubin and here’s the obvious rebuttal: That’s easy for you to say. The 46-year-old, born in Herzliya to an American mother and a father from Libya, came to the United States in 1998 and made a profession of his cycling obsession. He is shaved, muscled, tattooed and speaks in rapid, commanding sentences.

Over the years, numerous people have shouted at him from outside the store to take down the flag.
“I say, ‘Come in here, let’s have a conversation,’” he said. “Not a single person has come in.”
Other reactions have not been as passive. Graffiti reading “Free Palestine” has appeared on the store window, and vandals have thrown numerous eggs at the place. He’s had death threats on his phone messages, including, ”I hope you die Jew” and “Your days are numbered.”
His Yelp and Google review rankings have been tanked by malicious one-star reviews.
Last March, a Jewish anti-Israel activist, Medea Benjamin, entered his store and called the Israeli flag shameful.
“What about the genocide?” she asked Rubin.
“There is no genocide,” he said.
Her Instagram post of the incident, which racked up 127,719 likes, prompted a deluge of negative reports to Instagram about the bike shop’s account. Instagram suspended his account, Rubin said, and has yet to reactivate it.
“Ten years of organic growth, gone,” he said.
But Rubin said the flag has also generated support. “For every negative,” he said, “we’d probably get two or three positives.”
Israeli tourists detoured inside to meet Rubin and thank him. American Jews, and some non-Jews, told him they appreciated the show of support.
The oddest reaction, he said, are from Jews who have urged him to take the flag down because, they said, it incites hate.
“Like it’s the new swastika,” he said.
But Rubin evinces neither fear nor loathing.
He doesn’t have “blind support” for the current Israeli government, he said, but he loves his country. Just because someone flies the American flag doesn’t mean they support President Trump, he pointed out.
It’s true that the Israeli flag, the symbol of a country embodied in conflict, is not exactly comparable to a menorah, seen largely as a religious symbol. Congregations have been divided over whether to display it on the bimah, as some congregants found it loathsome.
But someone prone to attack Jews might not make the fine distinctions between a menorah, a flag with a Star of David, and a Star of David hanging around a child’s neck, or on a Torah ark. The lines between these symbols are often blurry, but so is the logic of people who attack others just for displaying them.
I asked Rubin if he ever, in the past two years, considered taking down the flag, lighting the menorah in the backyard, so to speak.
“So then what are you?” he said. “You’re a Jew in silence, you’re a Jew in secret.”
Symbols aren’t arguments. They demonstrate but rarely convince, and nuance is not their strong suit. But to Rubin, their power lies not in the message they send to others, but in what they say to ourselves.
“Together,” he said, “we have more strength than we realize.”
The post A Hanukkah menorah in the window for eight days? Try an Israeli flag for two years appeared first on The Forward.
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He used to think Jewish athletes were a punchline; now, he wants to help them get a proper paycheck
My favorite joke in the 1980 comedy Airplane! is, by the standards of a movie featuring a glue-inhaling Lloyd Bridges and an inflatable toy autopilot, one of its subtler gags. A passenger asks a flight attendant for some light reading; in return, she receives a pocket-sized leaflet of “famous Jewish sports legends”.
The vicious canard (just kidding, we’ve been called worse) that the so-called people of the book are ill-at-ease on the court or the gridiron contains a kernel of truth, of course. There’s a reason nearly all Jews know the names Koufax and Spitz — there are few other Jewish sports stars to choose from.
But the rapid growth of the country’s first Jewish NIL initiative, Tribe NIL, would suggest that, in the collegiate ranks at least, such stereotypes are baseless; in barely a year, it has accumulated a roster of nearly 200 athletes.
NIL, which stands for name, image and likeness, allows student-athletes to profit off of their fame and success, most often via endorsement deals requiring commercials, public appearances, paid social media posts and the like. (Here’s Arch Manning, star University of Texas quarterback, flinging a football downfield while wearing *checks notes* Warby Parker glasses.)
Until 2022, however, college athletes were barred from receiving any form of compensation for their services. So NIL initiatives — organizations that help connect students with funding opportunities — are a relatively new phenomenon. Most of the organizations bring together student-athletes with a particular unifying characteristic, usually a connection to a school or region; for instance, the University of Alabama, a college football behemoth, has two NIL initiatives, Yea Alabama and The Tuscaloosa Connection.
But Tribe is unusual in that it is not organized around geography, but around culture.

So co-founders Moses and Eitan Levine lean on a different kind of network: The Jewish professional one. “There are inherent advantages that the Jewish community has,” Moses told me over a Zoom call.
“I always joke that Jewish nepotism is a good thing,” he added.
Virtually none of Tribe’s athletes are able to command lucrative sponsorship deals, which, under the NIL system, are reserved for the very best Division I athletes in the so-called “revenue sports” — football and basketball. A good number of Tribe’s roster, by contrast, are Division III athletes, and few are in football or basketball. They’re still better at their chosen sport than nearly all other human beings, yet not good enough to be recompensed financially.
“That’s a problem,” said Moses. “A D-III field hockey player who doesn’t have inherent NIL value is still working a full-time job. It’s crazy they don’t get any compensation.”
With Tribe, then, Moses imagined other kinds of compensation. “The question we’re asking,” he said, “is how can our athletes use their name, image and likeness to get where they want to be in five or 10 years from now?”
Tribe’s answer is to cultivate closer ties with a myriad of institutions, and with their Jewish stakeholders in particular, in hopes of securing sponsorships, internships and jobs for its growing list of charges.
“Say I’m a big Jewish law firm,” Moses told me, “and I want to show that I support Jewish athletes. What if I hired a bunch of Jewish athletes for my summer internships, and then give them each an extra $1000 to allow us to advertise them on our Instagram?”
Moses and Levine pocket a fee for each deal, on top of whatever the athlete receives. Take the law firm example: In such a scenario, both men would be paid, by the firm, for giving that office access to the athletes — for “making the introductions,” Moses said.
The simple fact these athletes are Jewish is not the sole reason firms would hire them, Moses emphasized. “Like, they have a degree, and a full-time job as a basketball player on top of that, right? They’ve shown a level of commitment.” But Jewishness, Moses believes, can provide the proverbial foot-in-the-door. And he wants Tribe to be the intermediary.
“I wouldn’t ever tell a kid like they should only rely on the Jewish community to network,” he said. “But it’s a silver platter right there for you, and I promise you, it’ll work out for you if you lean in.”
For the tribe, by the tribe
Tribe is the brainchild of comedy writers Jeremy Moses and Eitan Levine. The pair met while working on Amazon’s short-lived sports TV show, “Game Breakers,” where they created a segment called “This Week in Jews.”
The duo, Moses said, quickly bonded over their shared cultural and sporting interests. Moses had a Conservative rabbi for a father and used to work for the site My Jewish Learning. Levine has a sizable social media presence as a comedian, which he often used to highlight Jewish sporting achievements in ways both heartwarming and acerbic.
In 2024, almost by accident, Levine helped broker the most significant Jewish NIL deal yet: A partnership between Manischewitz, of Matzoh fame, and Jake Retzlaff, Jewish quarterback at Brigham Young University. (Retzlaff was dubbed, entirely appropriately, B-Y-Jew.) Levine had worked with Manischewitz on his webseries, When Can We Eat, while Retzlaff had been the subject of one of Levine’s Instagram videos; he played matchmaker and made the shidduch to introduce the brand to the athlete.
Naturally, the photographs of a smiling Retzlaff holding up Manischewitz’s Potato Latke mix did not escape the attention of other Jewish student-athletes. Levine was soon inundated with requests for further kosher NIL deals, Moses told me.
This took both men by surprise; after all, they too had always subscribed to the notion that Jewish athletes were hard to come by.
“Our first thought was, ‘How many Jewish college athletes are there?’” said Moses. He decided to carry out a survey of sorts. “I went on the UCLA Athletics website — because I needed a school with a large population, a large Jewish population, and tons of sports programs — and looked at last names. If I was 75% sure they were Jewish, I counted it.”
His survey was unscientific, to be sure — Moses was a Jewish studies major, not a statistician — but it was effective: He counted 25 names.
“I was like, ‘Wait, that’s just at one school!” he said.
Moses realized that Jewish student athletes, far from being under-represented, were punching above their weight relative to the overall population. Thus was born Tribe NIL.
Schmoozing to success
Tribe’s yichus-heavy approach is premised on what Moses sees as one of American Judaism’s most enduring traditions: Rooting for Jews in sports just because they’re members of the tribe, whether they’re on your favorite team or not.
Moses offered up a choice example about Max Fried, the Yankees’ excellent pitcher. “Maybe you’re not rooting for the Yankees to win, but you’re still proud that the starting pitcher for the other team is a Jew.”
He acknowledged, however, that such an approach could limit Tribe’s appeal. It would be harder to pull off a paid appearance at a local synagogue, say, or a Q&A with Jewish partners at a business — with a view to potential employment down the road — if the athlete in question doesn’t feel especially Jewish.
So the collective is aimed squarely, and solely, at “proud” Jews, Moses said. “If they’re not comfortable talking about being Jewish out loud, then this is not the organization for them.”
Both Moses and Levine are holding out hope that Tribe will be spared the debates over Israel’s conduct in Gaza, and over competing definitions of antisemitism and Zionism, that have roiled so many Jewish-American institutions. “We really strive to be an apolitical organization,” Moses said. “Because the one time Republicans and Democrats sit together is at a college football game.”
Still, the fairly well-established pathway from U.S. college sports to the Israeli professional ranks is one Moses hopes to exploit, and he’s not afraid of upsetting anyone. “We want to help American Jews play in Israel,” he said. “If this is a political statement, then it’s a political statement. But I don’t think it should be.”
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