LeBron James Travels North for Announcement with Drake

King James brings authentic, athlete-driven storytelling to Canadian market

One of the biggest athletes in the world came north to pitch his newest venture, Uninterrupted. LeBron James and Maverick Carter joined our official hype man Drake to launch their new athlete empowerment brand outside of the U.S.


It’s about connecting with our fans in a way we never had before.

LeBron James

“When we started UNINTERRUPTED, it was to give athletes a platform where we could share our stories and connect with our fans in a way we never had before. And to show what we are passionate about beyond the sports we play. It’s exciting to see that idea now leading a whole new era of athletes around the world feeling empowered to do more and be more,” said LeBron James in a statement. “Expanding into Canada with some incredible partners puts UNINTERRUPTED on a global scale and creates new opportunities for even more athletes and fans to be a part of what we’re building.”

UNINTERRUPTED Canada will be led by CEO Scott Moore and Chief Content Officer Vinay Virmani. James said it’s about creating authentic, athlete-driven storytelling, content, events and merchandise. The company has already signed an exclusive first look deal with Toronto Raptors star Serge Ibaka and there’s a feature with now former Blue Jay Marcus Stroman, focusing on undersized athletes titled: “Height Doesn’t Measure Heart”.