NBA Champion & Entrepreneur Giannis Antetokounmpo Launches Improbable Media

16 January 2024

NBA Champion and global superstar Giannis Antetokounmpo today announced the launch of Improbable Media. The next generation production and brand consulting company will incubate and accelerate content creation for talent and brands. Improbable Media provides infrastructure to bring enduring narratives to global audiences, augment the value of partnerships and grow ecosystems and integrated businesses.

Improbable is backed by Verance Capital and GPS Investment Partners, with investment from media personality and entrepreneur Jay Williams, who also co-founded the company. The brand will embody Antetokounmpo’s ethos and enduring spirit and create groundbreaking content which provokes conversation, champions the underdog and inspires commitment to self, family, and community. Jonathan Stern, who held executive leadership roles at Red Bull Media House, Fusion Media Network, and Bunim/Murray Productions will serve as CEO of the new venture.

Improbable Media’s newest project, in partnership with Words + Pictures, will see Antetokounmpo star in Giannis: The Marvelous Journey, set to debut on February 19th exclusively on Prime Video in more than 240 countries and territories worldwide. Giannis: The Marvelous Journey, a feature-length documentary is an intimate portrait of a global superstar and one of the NBA’s most dominating performers, a two-time league MVP who led the Milwaukee Bucks to a championship in 2021. But his path began a world away from the spotlight, on the streets of Athens, where he was raised on the margins of society, alongside three brothers, by parents who’d immigrated from Nigeria in search of a better life. Giannis: The Marvelous Journey features interviews with Giannis Antetokounmpo and his family, plus basketball royalty Jason Kidd, Kris Middleton, Jrue Holiday, Kenny Smith, Vin Baker, Ernie Johnson, and more.

“Through every turn of my journey, I realize how unlikely it was that I ended up where I am today,” Antetokounmpo said. “In everything that we do at Improbable Media, I want to inspire people from all backgrounds and walks of life on the power in making the improbable, probable in their lives, and I couldn’t be more excited to launch this new venture.”

“Humanity isn’t a straight line so I feel Improbable Media is calculated to do something really impactful across media,” Williams added. “My life story and how I built my brand has uniquely positioned me as an investor to appreciate the opportunity for athletes to maximize the value of their celebrity while in their prime while also being strategic about retaining as many dollars as possible within their ecosystems.”

“I’m energized to be part of such an innovative team and brand and look forward to bringing that passion and knowledge to life through inspiring and entertaining content and storytelling at Improbable Media. We are thrilled to partner with Verance Capital and GPS Investment Partners, who have a strong track record investing in leading entertainment and media companies,” said Stern.

Under the Improbable Media umbrella is Improbable Productions, creating and producing programming across film, television and digital avenues, and Nuance, a brand, digital and experiential marketing division that provides strategic guidance and solutions for talent and brands. Improbable Media has already produced multi-platform branded content for partners including Nike, WhatsApp, Breitling, Protergia, Kaizen Gaming, and Flexpower.

In addition to the forthcoming Prime Video release of Giannis: The Marvelous Journey with Words + Pictures, Improbable Productions is also developing a diverse slate of programming teaming with best-in-class production partners that include Skydance Sports, Lightbox, Mission Control Media, Marginal MediaWorks and Media Ranch. Giannis Antetokounmpo's first scripted feature as a producer will be an untitled Ocean's 11 style heist comedy set in Greece written and directed by Greek-American filmmaker Christopher André Marks (King Otto). Plot and cast details are being kept tightly under wraps with principal photography set to begin Spring 2024.

Improbable Media plans to touch on sectors that hit close to home for its founder, including men’s and women’s sports, comedy, entrepreneurship, heritage, the immigrant experience, mental health, mainstream cultural interests and reality television programming. More information can be found at and additional announcements will be shared in the forthcoming weeks.

About Improbable Media

Founded by Giannis Antetokounmpo, Improbable Media is a next generation media company that leverages content and storytelling to support world-class talent in shaping their own brands and receiving the full value of their celebrity while growing their own ecosystems and integrated businesses. Improbable Media tells stories that drive cultural conversations, champion the underdog and inspire commitment to self, family, and community. Improbable Media’s mission is to inspire people from all backgrounds to make the improbable, probable in their lives.

About Verance Capital

Verance Capital is a growth investment firm focused on sports, media, and live entertainment, including the technology and software that power these sectors. Verance takes a flexible and long-term approach to investing, leveraging industry expertise and an expansive global network to drive success for its partners. For more information, visit

About GPS Investment Partners

GPS Investment Partners is a Principal Investment Partnership focused on opportunistic investments in media & entertainment, financial services & financial technology, and asset management. For more information, see

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