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NBA Champion and global superstar Giannis Antetokounmpo has today announced the launch of Improbable Media. The next generation production and brand consulting company will incubate and accelerate content creation for talent and brands.
Improbable Media aims to “provide infrastructure to bring enduring narratives to global audiences, augment the value of partnerships and grow ecosystems and integrated businesses,” the company said in a press release.
Improbable is backed by Verance Capital and GPS Investment Partners, with investment from media personality and entrepreneur Jay Williams, who also co-founded the company. The brand will embody Antetokounmpo’s ethos and enduring spirit and create groundbreaking content which provokes conversation, champions the underdog and inspires commitment to self, family, and community.
Jonathan Stern, who held executive leadership roles at Red Bull Media House, Fusion Media Network, and Bunim/Murray Productions will serve as CEO of the new venture.
Improbable Media’s newest project, in partnership with Words + Pictures, will see Antetokounmpo star in Giannis: The Marvelous Journey, set to debut on February 19th exclusively on Prime Video in more than 240 countries and territories worldwide.
Giannis: The Marvelous Journey, a feature-length documentary is an intimate portrait of a global superstar and one of the NBA’s most dominating performers, a two-time league MVP who led the Milwaukee Bucks to a championship in 2021. But his path began a world away from the spotlight, on the streets of Athens, where he was raised on the margins of society, alongside three brothers, by parents who’d immigrated from Nigeria in search of a better life.
The documentary features interviews with Giannis Antetokounmpo and his family, plus basketball royalty Jason Kidd, Kris Middleton, Jrue Holiday, Kenny Smith, Vin Baker, Ernie Johnson, and more.
“Through every turn of my journey, I realise how unlikely it was that I ended up where I am today,” Antetokounmpo said. “In everything that we do at Improbable Media, I want to inspire people from all backgrounds and walks of life on the power in making the improbable, probable in their lives, and I couldn’t be more excited to launch this new venture.”
“Humanity isn’t a straight line so I feel Improbable Media is calculated to do something really impactful across media,” Williams added. “My life story and how I built my brand has uniquely positioned me as an investor to appreciate the opportunity for athletes to maximise the value of their celebrity while in their prime while also being strategic about retaining as many dollars as possible within their ecosystems.”
“I’m energised to be part of such an innovative team and brand and look forward to bringing that passion and knowledge to life through inspiring and entertaining content and storytelling at Improbable Media. We are thrilled to partner with Verance Capital and GPS Investment Partners, who have a strong track record investing in leading entertainment and media companies,” said Stern.
Under the Improbable Media umbrella is Improbable Productions, creating and producing programming across film, television and digital avenues, and Nuance, a brand, digital and experiential marketing division that provides strategic guidance and solutions for talent and brands. Improbable Media has already produced multi-platform branded content for partners including Nike, WhatsApp, Breitling, Protergia, Kaisen Gaming, and Flexpower.
In addition to the forthcoming Prime Video release of Giannis: The Marvelous Journey with Words + Pictures, Improbable Productions is also developing a diverse slate of programming teaming with best-in-class production partners that include Skydance Sports, Lightbox, Mission Control Media, Marginal MediaWorks and Media Ranch.
Giannis Antetokounmpo’s first scripted feature as a producer will be an untitled Ocean’s 11 style heist comedy set in Greece written and directed by Greek-American filmmaker Christopher André Marks (King Otto). Plot and cast details are being kept tightly under wraps with principal photography set to begin Spring 2024.
