Apple Ups Content, Buys TV Show ‘Swagger’ Based On Kevin Durant’s Basketball Career
Entrepreneur, investor and basketball superstar Kevin Durant is adding to his profile as a content producer after landing a production deal with Apple to turn a drama about his basketball career into a new series called “Swagger”.
Durant co-founded Thirty Five Ventures with Rich Kleiman. It serves as an umbrella for all of his business interests in sports, tech, and culture.
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Reggie Rock Bythewood, co-creator of “Shots Fired,” is writing and directing “Swagger” with Durant, Brian Grazer, Francie Calfo for Imagine TV, and Kleiman, Deadline reported.
The show will explore the world of Amateur Athletic Union basketball in Washington, D.C., following players, families, and coaches who walk the fine line between dreams, ambition, opportunism, and corruption.
Reports of the series instantly triggered comparisons to LeBron James’ trajectory in Hollywood.
“The announcement comes days after the announcement of a Universal movie based on the formative early years of fellow NBA star LeBron James playing on a youth basketball team in Ohio,” Deadline reported.
The “Swagger” project will be part of Apple’s streaming service, marking another marquee project for the tech giant, which is slowly building up its media library for an upcoming service, iPhoneinCanada reported.
Apple has a growing library of original TV shows, and planned to spend at least $1 billion this year on content, making it available for free on its future devices, sources told CNBC.
\Golden State Warriors’ Kevin Durant waits during a timeout during the first half of an NBA basketball game against the Memphis Grizzlies Monday, Nov. 5, 2018, in Oakland, Calif. (AP Photo/Ben Margot)Earlier this year, Apple announced a multi-year partnership with Oprah Winfrey to produce original programming.
Apple had internal discussions about making an Apple TV streaming stick similar to devices offered by Amazon and Google — a low-cost hardware option that could advance a video streaming service rumored to debut next year, Apple Insider reported.