Giannis Antetokounmpo, renowned NBA Champion, has recently established Improbable Media, a company focusing on advancing content creation for various talents and brands. This new entity aims to support the development and promotion of impactful narratives worldwide, enhancing the value of partnerships and fostering integrated business ecosystems.
The company is financially supported by Verance Capital and GPS Investment Partners, alongside contributions from media figure and entrepreneur Jay Williams, who is also a co-founder. Improbable Media is a reflection of Antetokounmpo‘s values and spirit, aspiring to produce innovative content that stimulates discussion, uplifts the underrepresented, and encourages dedication to personal growth, family, and community. Jonathan Stern, with past senior roles at Red Bull Media House, Fusion Media Network, and Bunim/Murray Productions, is appointed as the CEO of this venture.
One of the initial projects of Improbable Media, in collaboration with Words + Pictures, is “Giannis: The Marvelous Journey,” a documentary featuring Antetokounmpo. Set to premiere on Prime Video on February 19th, it will be available in over 240 countries. This documentary, a deep dive into the life of the basketball star and two-time league MVP, traces his journey from the streets of Athens to his 2021 championship win with the Milwaukee Bucks. It includes personal interviews with Antetokounmpo and his family, along with insights from other basketball legends.
Antetokounmpo expressed his excitement for the new venture, emphasizing his desire to inspire people from diverse backgrounds to believe in the power of turning the improbable into reality. Jay Williams also shared his enthusiasm, noting the significant impact Improbable Media aims to have in the media landscape.
Improbable Media, under its umbrella, includes Improbable Productions, which focuses on creating content for film, TV, and digital platforms, and Nuance, a division dedicated to brand and digital marketing strategies. The company has already collaborated with various partners, including Nike and WhatsApp, to produce branded content.
In addition to “Giannis: The Marvelous Journey,” Improbable Productions is developing a variety of projects with renowned production partners. Antetokounmpo will also be producing his first scripted feature, an untitled comedy set in Greece, with production starting in Spring 2024.
The company plans to engage in various sectors reflective of its founder’s interests, such as sports, comedy, entrepreneurship, and more. Further details and updates can be found on the company’s website.
