🎭

Just wait til your favorite rapper’s fans get ahold of this.

Still locked in. And I believe it’s about to pay off in a major way.

If you are truly motivated to do something you will figure it out.

Each time I watch someone go through this protocol I've built, it's becoming more evident that I've done something that is potentially game changing. The proof is ultimately going to be in the impact it has for the creators, businesses, and brands that tap in.

We talkin' bout practice...

Aim at the highest thing you can conceptualize.

This is what it looks like to never let anyone box you in! 21 months ago, we showed up to a public tennis court on Father's Day with a playlist, a few friends, and no plan. No pitch deck. No roadmap. No permission from the tennis world. Just a feeling that the sport deserved something it didn't yet have and the belief that we were the ones to build it. That was the whole bet. Fast forward: @on_running the fastest-growing apparel brand in the world flew teams from Zurich and London to Los Angeles to work with us. Not to include us in a campaign as an afterthought. To build something around what we've created. We are the centerpiece of a global lifestyle launch for THE ROGER Wildcard — a lifestyle shoe by one of the most iconic tennis players who ever lived. And the @usta — the institution responsible for growing the game of tennis across an entire country — put our story at the center of theirs. Let that sit for a second. None of that is a normal 21-month trajectory. None of it. What made it possible wasn't a strategy. It was a refusal. A refusal to let anyone define what we had to be in order to belong. When people told us we needed a stronger tennis background, we stayed. When peers saw us as competition instead of collaborators, we kept building anyway. When the gatekeepers of the tennis world laid out the rules for how you earn your place in it, we played a different game entirely. We weren't trying to fix tennis. We were expanding it. And that subtle, stubborn distinction is what changed everything. There's something worth naming about what this moment actually means. It means that the people who told us to move slower, look more "tennis," and earn credibility through traditional channels were wrong. Not because they were bad at reading culture but because they were reading a version of the sport that was already behind. This note isn't about the validation. The validation is nice. It's real, it's meaningful! But it's not the point. The point is what it proves about staying true to a vision when the noise gets loud. There will always be people who tell you what lane you belong in. There will always be institutions that want you to earn your place on their terms. There will always be peers who see your presence as a threat before they see it as an invitation. The work is to keep building anyway. To let the thing you're making speak for itself. To trust that what feels real will eventually be undeniable. Eighteen months. A public court. A playlist. A spark. And now the world is paying attention.