Memphis NBA star Ja Morant has made a surprising move off the basketball court by announcing the launch of his own media company, Catch12. This new venture, developed with his family, aims to focus on original storytelling, cultural narratives, and community-driven content, signaling Morant’s ambition to build a lasting legacy beyond basketball.

The Vision Behind Catch12 and ‘Ja Wick’ Rebranding

According to reporter Tomer Azarly, Catch12 is designed to highlight meaningful stories that extend beyond typical highlight reels, emphasizing generational influence and authentic perspectives. Alongside this announcement, Morant updated his social media profiles with the nickname ‘Ja Wick,’ a persona he plans to legally adopt next season, transitioning from a popular meme to a deliberate brand identity. The media company’s name itself conveys a message of capturing vision and momentum, reflecting Morant’s approach to his second act.

Strategic Timing and Future Prospects

With anticipation building for his eventual return to the NBA, Morant is positioning Catch12 as more than just a side project. Instead, it represents an investment in storytelling that could reshape how athletes engage with their audiences off the court. The launch sets the stage for further updates and content curated by Morant, promising a new dimension to his public narrative and cultural impact.

Context Within Sports and Media Landscape

Catch12 enters an active sports media environment where digital-first platforms increasingly spotlight athletes’ voices and stories. As a media company tied to a prominent NBA player, it has the potential to influence how sports media evolves by blending personal stories with cultural themes. Morant’s collaboration with his family also suggests a long-term commitment to this venture’s growth.