London Hoops started completely by accident. Although Jay had no previous connection to basketball, his time at the University of East London led him to form close friendships with several basketball scholars, sparking an interest in the sport that would later become an obsession. He’d post highlights from courts across London and feature anyone who made a great play. It didn’t matter who they were, how old they were or where they came from.
What started as a phone camera and an Instagram page quickly grew into something much bigger. People began travelling across London to play in their events. Then they started bringing their friends, their families and entire communities. Hoops had people asking when the next event would be before the last one had even finished.
The challenge was that none of it was built for profit. They wanted it to stay free. Free to play. Free to watch. Free for any young person who wanted to be part of it. At the same time, they kept seeing how much the community needed it. They’ve had hundreds, sometimes nearly a thousand people turn up to their outdoor courts, even in the rain. Through partnerships with brands, they’ve been able to give away trainers, clothing and equipment to young players who otherwise might never have had access to them.
That’s when it became clear that they weren’t just running basketball events. They were building a community – a place where people from every background could come together around a game they love.
Now they’re dreaming even bigger. They want a permanent home for basketball in London. A covered court that can be used all year round, where anyone can turn up, play, learn and belong.
Watch the video to learn more and be sure to support Hoops.
