NBA superstar Giannis Antetokounmpo has announced the launch of Improbable Media, a new production and brand consulting company.

The new firm will “incubate and accelerate” content creation for talent and brands and “bring enduring narratives to global audiences, augment the value of partnerships, and grow ecosystems and integrated businesses.” 

Improbable is backed by Verance Capital and GPS Investment Partners, with investment from media personality and former NBA player Jay Williams, who also co-founded the company.

Jonathan Stern, who held executive leadership roles at Red Bull Media House, Fusion Media Network, and Bunim/Murray Productions, will serve as chief executive of the new venture.

Improbable Media’s newest project, in partnership with Words + Pictures, will see Antetokounmpo feature in Giannis: The Marvelous Journey, with the documentary set to debut on February 19 exclusively on the Amazon Prime Video streaming platform in more than 240 countries and territories worldwide.

Stern said: “I’m energized to be part of such an innovative team and brand and look forward to bringing that passion and knowledge to life through inspiring and entertaining content and storytelling at Improbable Media.

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“We are thrilled to partner with Verance Capital and GPS Investment Partners, who have a strong track record investing in leading entertainment and media companies.”

Antetokounmpo added: “In everything that we do at Improbable Media, I want to inspire people from all backgrounds and walks of life on the power in making the improbable, probable in their lives, and I couldn’t be more excited to launch this new venture.”

There will additionally be several divisions under the Improbable Media umbrella, including Improbable Productions, which will create and produce programming across film, television, and digital avenues, and Nuance, a brand, digital and experiential marketing arm.

Improbable Media has already produced multi-platform branded content for partners including NIKE, WhatsApp, Breitling, Protergia, Kaizen Gaming, and Flexpower.

In addition to the forthcoming Prime Video documentary, Improbable Productions is also developing a slate of programming in collaboration with production partners that include Skydance Sports, Lightbox, Mission Control Media, Marginal MediaWorks, and Media Ranch. 

Antetokounmpo becomes the latest NBA star to launch a media company, joining the likes of LeBron James and Kevin Durant.

James co-founded production firm the SpringHill Company in 2020, while Durant launched his Boardroom media company in 2019.

The SpringHill Company was valued at $725 million after it sold a minority stake to investors in 2021.