![]() The group will host weekly livestreams on House of Highlights' YouTube channel, as part of the deal. "People gave a shit and that's the hardest thing to find," Muller said.īy partnering with Zone 6, HoH is now expanding its creator-led initiatives to include a group known for "park takeovers," in which they challenge players at basketball courts around the country.Ī park-takeover scene mirrors that of AND1 streetball lore, but the Zone 6 members use their TikTok followers - which range from 750,000 to 4.4 million for each creator - to attract an audience to pack the sidelines.īrandon Beloti and Jordan Wallace try to make a defensive stop as fans look on during Zone 6’s park takeover in New York in July. The videos' comment sections would also fill up with fans who cared about the success and failures of the creators, the HoH team found. The brand's VP Drew Muller told Insider that it's been a big hit, with YouTube videos garnering thousands or at times millions of views. HoH's approach is less focused on-court tricks and more on creator competition. ![]() Over the last two years, the digital-media giant has pitted creators against each other in basketball games and sports challenges through its Creator League and Showdown franchises, putting a social-media spin on the street ball scene that streetwear brand AND1 popularized in the late '90s. House of Highlights is doubling down on the growing wave of creator-led street basketball through a deal with a young TikTok group called Zone 6. The creators aim to start a basketball house in Houston, Texas to film content together.They're known for "park takeovers" where they challenge players at courts around the country.House of Highlights is partnering with a group of basketball creators called Zone 6.It’s just for a younger audience on a different platform. We’re taking a similar approach with these creator competitions and saying, ‘Hey, this is still premium sports. “This is an extension of Turner Sports wanting to be the home of premium live sports and conversation…. “It’s not just the Yankees, Red Sox, Cowboys and Lakers anymore these creator groups are really starting to develop a very similar fandom around them,” Bernstein said. HoH’s Lucas Brody and Nelson Vergara will host the action live on YouTube. The four teams-FaZe Clan, 2Hype, RDCWorld and AMP-will compete bracket-style on Warner Bros.’s L.A. While none of the dodgeball players have Paul’s mainstream recognition, those involved have a combined online following of over 70 million. Last year, MrBeast’s Creator Games became YouTube’s most-watched live original of all time. “That’s a struggle traditional sports are having, with very long broadcasts and not as much action throughout the whole thing.” The team has tried to avoid the old-school structures of quarters and clocks, hoping their newest event will run around 90 minutes.Įarly estimates for Paul’s exhibition fight against Floyd Mayweather Sunday suggest they sold more than $30 million worth of pay-per-views in the U.S. “We also try to maximize action,” Bernstein said. In developing the events, HoH has prioritized relatability (putting on backyard games like knockout and dodgeball) as well as community, giving fans a voice in rule creation and emphasizing comments during the games. “Creator competition is a new category unto itself, almost akin to esports,” Bernstein said. ![]() More than 70% of Gen Z and Millennials follow a so-called influencer online, Morning Consult found, which is roughly double the number when it comes to pro athletes and leagues, Bernstein said. House of Highlights general manager Doug Bernstein said the strategy stemmed from creator-based content performing as well, if not better, than traditional sports clips.
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