Apple Ups Content, Buys TV Show ‘Swagger’ Based On Kevin Durant’s Basketball Career

Written by Dana Sanchez

Durant
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)

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.


Listen to GHOGH with Jamarlin Martin | Episode 21: Devin Johnson
Jamarlin talks to Devin Johnson, the president of Uninterrupted. They discuss his career path and working with Lebron James, changes in the media industry, and whether Spotify targeted Black artists with policy changes.

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.

Durant starred in “Back for the Future” in 2011 “Thunderstruck” in 2012.

 

Sign up for the Moguldom newsletter — business news you need to know about economic empowerment for the digital age, delivered to your inbox.


About Dana Sanchez
Dana Sanchez was born in South Africa and is a U.S. citizen. After working in advertising, she went back to school and earned a master's degree in journalism from the University of South Florida. As a business writer, she won regional and national writing awards. As editor of a daily newspaper, she coordinated staff writers, freelancers and photographers in the fast-paced environment of daily news. Dana was an editor at Moguldom Media Group for four years, helping to build and manage a team of staff and freelance writers. She works now on Moguldom.com for Nubail Ventures. A long-distance hiker and cyclist, she writes about the business of technology.