Whether you’re watching at Madison Square Garden or Rucker Park, Barclays Center or Dyckman Park, it’s clear that there’s something special about basketball in NYC. Basketball is ingrained in NYC and NYC is ingrained in basketball. At true athelite®, we set out to create a brand that undeniably represents NYC basketball. Born in Manhattan in 2012, true athelite® is NYC’s basketball lifestyle brand. Everything we create has a piece of NYC basketball and, through our products, we make it possible to experience and be a part of its culture anywhere in the world.

Not only do we spread the NYC basketball culture, but we also help cultivate and build it. Since partnering with the NYC Unsigned Hype organization, we’ve helped NYC youth gain over $250,000 in college basketball scholarships.

Take a New York minute to: