Drake is partnering with sports agent Maverick Carter and NBA superstar LeBron James to bring their athlete empowerment brand Uninterrupted to Canada.

According to the announcement, Uninterrupted Canada will “empower Canadian athletes to be more than an athlete” by “bringing Uninterrupted’s unique ability to connect culture, sports and media to Canadian fans and audiences,” with Drake to become part owner and promoter for Uninterrupted Canada.

Uninterrupted Canada will be led by CEO Scott Moore and Chief Content Officer Vinay Virmani in order to “create authentic, athlete-driven storytelling, content, events and merchandise,” and will collaborate with Shopify Studios to develop content that will spotlight athletes and their entrepreneurial endeavours.

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The company has already signed an exclusive first-look deal with Toronto Raptors star Serge Ibaka, who is in the midst of developing a fashion line with Canadian retailer Holt Renfrew. Uninterrupted Canada will also be producing a motivational series with former Blue Jays pitcher Marcus Stroman that focuses on undersized athletes, titled “Height Doesn’t Measure Heart”, in addition to distributing the brand’s U.S. content in Canada.

“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,” said James in a statement. “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. 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.”

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“As we’ve continued to grow into new markets and new sports, Uninterrupted has become synonymous with empowerment among athletes and the audience who understand the cultural movement we are creating,” said Carter, Uninterrupted’s CEO. “We’re excited to bring that to Canada and to work with the new team to grow this business internationally.”

“Uninterrupted has been an incredible platform for athletes to tell their stories and connect with fans,” said Drake. “I’m honoured to partner with LeBron to bring Uninterrupted to Canada, a country that continuously supports innovation and creativity.”

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The new company’s CEO Scott Moore, who previously served as president of Sportsnet, added: “Canadian sports fans have an insatiable appetite for the stories of the athletes they love. The Uninterrupted platform will allow us to engage in a new brand of storytelling for our audiences. We are very excited about bringing the brand to Canada and providing athletes a unique way to communicate with their fans.”

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