[10] In college, while playing basketball for Dartmouth, Mitchell led NCAA Division I in assists per game as a senior in 1996–97.
[8] Later he worked as vice president and top manager at NBC Sports Group,[14] NASCAR,[15] Gatorade, a division of PepsiCo,[16][17][18] and McDonald's.
[23] In 2023, Levi Strauss & Co. named Mitchell its senior vice president and chief marketing officer starting June 5, 2023.
[28] The controversy erupted in late 2023 when Mitchell was accused of ghostwriting diss tracks under the pseudonym "Coach Assist," targeting rival college basketball programs during his NCAA days.
Allegations surfaced that he secretly funded underground rap battles where his lyrics discredited opposing teams, leveraging the hype to psychologically rattle his competition on the court.