LeBron James has long been The King of not only the basketball court, but also social media. This was going on long before 2015, but has been amplified since then when he launched his own social media platform, UNINTERRUPTED, with longtime business partner and friend, Maverick Carter. The platform has grown a lot since 2015, currently boasting around 440K followers on Twitter. The company has now gone international, launching a Canadian arm of the business with rapper Drake coming in as a part-owner of UNINTERRUPTED Canada, as well as being a promoter for the business (first reported by Etan Vlessing and The Hollywood Reporter).
Drake had this to say regarding the partnership with UNINTERRUPTED and LeBron James:
“Uninterrupted has been an incredible platform for athletes to tell their stories and connect with fans. I’m honored to partner with LeBron to bring Uninterrupted to Canada, a country that continuously supports innovation and creativity.”
This isn’t the first time that Drake and LeBron have worked together. According to THR, they executive produced the 2017 Vince Carter documentary The Carter Effect together. Drake also appeared on an episode of LeBron’s HBO TV show, The Shop.
UNINTERRUPTED Canada and Drake will kick off its content with an initial deal with Toronto Raptors player, Serge Ibaka, who is developing a fashion line with Canadian retailer Holt Renfrew. The Canadian social media platform will also be developing a motivational series with pitcher Marcus Stroman (who ironically was just traded from the Toronto Blue Jays to the New York Mets).