The Players' Tribune (TPT) and Amazon Prime Video are collaborating again to promote Tom Clancy's Jack Ryan. This time they're taking a look at the moms who help shape the next generation of NBA stars.
The co-branded video series, dubbed Unexpected Heroes, is inspired by the character of Hanin, the valiant mother in Jack Ryan.
TPT tapped Jayson Tatum of the Boston Celtics, Markelle Fultz of the Philadelphia 76ers, Kyle Kuzma of the Los Angeles Lakers, and each of their mothers to give fans an inside look at the women who overcame obstacles to ensure a bright future for their sons.
Prime Video and TPT first partnered in July during Comic-Con to promote Jack Ryan with the help of Ronda Rousey, Richard Sherman, and Joel Embiid. The partnership marked TPT’s first major studio collaboration.
The new series will release around the National Basketball Association's marquee Christmas Day games across TPT, Prime Video and the athlete's social media channels.
Jared Schoenfeld, vice president, head of brand partnerships at TPT, said that this co-branding opportunity helps expand the fan base for both Jack Ryan and TPT.
"We are focused on reaching new audiences while also catering to our current fan base. We have an extremely passionate and engaged following already, but we are always looking for unique ways to grow our audience. By working with some of the largest brands in the world we will continue to reach new consumers through the innovative branded content we are producing," Schoenfeld told The Drum.
TPT is a content platform where athletes can connect directly with fans. Tatum told The Drum what this project means to him.
"This project allowed us the opportunity to tell our story and for me to show my appreciation for [my mother]. The 'unexpected hero' is an important theme. We don’t always get to see or recognize the people behind the people that helped them get to where they are. It’s critical to take time to reflect on those around us who have helped elevate us," said the Celtics forward.
TPT recently acquired sports media and technology company Unscriptd in a push toward global expansion.