NRG Marketing | Producer

In 2021, I led a transformative community project under 2K Foundations, collaborating with HXOUSE (a philanthropic arm of XO) and global artists The Weeknd and NAV, and award-winning, multi-disciplinary artist Ben Johnston and multimedia artist Trevor Wheatley to refurbish the Toronto Lawrence Heights basketball court. This initiative was part of a broader mission to enrich underserved communities by integrating sports, art, and cultural programming, despite the challenges posed by COVID-19.

Due to strict COVID-19 restrictions, the launch of the newly refurbished court was intentionally low-key to ensure community safety. However, this did not diminish the project's impact. The project revamped the court with a new scoreboard, backboards, and a stunning art installation by Ben Johnston, creating a vibrant hub for community engagement. This refurbishment was not only about enhancing a physical space but also about fostering a sense of inclusion, pride, and connection among the local youth. The involvement of renowned figures like The Weeknd and NAV brought significant attention to the project, amplifying our impact and reaching a wider audience.

The success of this refurbishment spurred further initiatives, with 2K Foundations expanding its support to include diverse programming across basketball, music, and more, demonstrating a commitment to empowering communities through innovative and inclusive projects.