The Warriors are currently atop the Western Conference standings, but from the looks of it, Kevin Durant is shaping up to be every bit asÂ in demand off the court. Roughly a month ago, YouTube announced that it was partnering with the star small forwardâs video business to offer up original sports programming. Now Appleâs getting in on the action.
The company announced today that itâs partnering with Durantâs Thirty Five Media and Imagine Media to create a new scripted series. Written and directed by Reggie Rock Bythewood (Notorious, Get on the Bus), Swagger will be based on Durantâs early life.
âWorking with Imagine Entertainment on this project is an unbelievable opportunity for our company, Thirty Five Media,â Durant said in a release tied to the announcement. âThey hold a well-respected place in the industry and have such a proven track record, that theyâre going to do an amazing job collaborating with Reggie to bring this idea to life. Iâve lived and breathed basketball since I was a kid, and the idea for the show draws not just from my knowledge of that world, but the unique personalities involved and the drive that makes young playersâ stories so compelling.â
The show marks the second high profile media deal for Durant in the space of a month, though Appleâs approach is notably different than the YouTube partnership, which is primarily focused on short form sports and documentary content.
It also marks the latest in a number of recent announcements from Apple, as the company makes an aggressive push into original scripted content. The list also includes a pair of shows with Reese Witherspoon on board as producer, a series from La La Landâs Damien Chazelle and a reboot of Steven Spielbergâs 80s classic, Amazing Stories.
Of course, none of the above have actually debuted â and Apple has yet to really outline its play to take on the likes of Netflix and Huluâ but after Carpool Karaoke and Planet of the Apps, well, just about anything would feel like a step in the right direction.
Weâll see if itâs any match for LeBronâs planned House Party reboot. This Warrior/Cavs rivalry is really starting to heat up.