Paul Loving, one of the most connected sports, media and entertainment lawyers on the West Coast, has left his job at Holland & Knight for Rimon PC, a midsize virtual law firm.

The Portland, Oregon-based attorney maintains a diverse book of business that includes a special counsel role at Adidas, multinational brands such as Logitech and Hanes, and celebrity clients, including Snoop Dogg. While he enjoyed success at Holland & Knight, Loving said he was looking for more rate flexibility, transparent compensation, and a departure from the broader Big Law formula.