NBA heads know all about the infamous Banana Boat Crew, which consists of BFFs LeBron James, Dwyane Wade, Chris Paul and Carmelo Anthony. Each has staked their claim on the basketball court, while also expanding their respective brands to include ventures into fashion, social justice, entertainment, philanthropy and even team ownership.

Anthony, in particular, has lucrative partnerships with companies like Nike and Nickelodeon, and at one point even signed rapper Cassidy to his record label, Krossover Entertainment. So with his career winding down and his eyes on establishing his legacy outside of basketball, on Tuesday, the 10-time All-Star announced his latest venture: Creative 7.

Launched with his longtime business partner and co-founder Asani Swann, Creative 7 is a global, multi-platform company that will develop and produce original, premium content that includes documentaries, scripted television, feature film, animation, podcasts and more. Additionally, the company was established in order to “champion the narratives and voices that for too long have gone unheard.”
Read more in The Root.