Most people know me because I wore #12.
What they don’t know? I didn’t choose that number—it was handed to me without expectation. No promises. No guarantees. Just a jersey and a longshot.
The story isn’t the number. It’s what I did with it.
From the 252nd pick to franchise record-holder. From overlooked athlete to business owner, educator, investor, and advisor. The playbook wasn’t built for me—so I built my own.
That mindset is what 12 Theory was founded on.
It’s never just about the number — it’s what you build it to represent.
Meet the Founder
Marques Colston
I spent 10 years in the NFL—and I’ve spent the last 15 building businesses, advising founders, coaching executives, and helping high performers unlock sustainable success. My journey has included:
Executive coaching with leaders at Nike, McKinsey, and Jordan Brand
Building education programs at Columbia Business School
Owning and operating championship-winning sports teams
Leading business development for ventures in sports, health, and tech
Founding an investment firm focused on sports-aligned private equity
12 Theory is the culmination of that journey. A platform to help others create the same kind of separation—quietly, consistently, and on their own terms.
Built for the high capacity underdog.
12 Theory is a coaching and performance platform designed for high-capacity leaders who are building something bigger—often in environments not built with them in mind.
Athletes transitioning to what’s next.
Entrepreneurs scaling a vision no one else can see yet.
Leaders redefining what success looks like in real time.
This platform meets you at the intersection of identity, strategy, and execution—because transformation doesn’t happen when you copy someone else’s formula. It happens when you build a system that fits you.