The entrepreneur, through his latest project called “Jump Ball” seeks to create a link between African culture and sports, specifically, basketball. Toronto-based Nigerian-Canadian creative artist, Josef Adamu, has joined the bandwagon of Africans in the Diaspora keen to change the narrative by bridging the gap between the two cultures.
Clothed in several colourful African outfits on basketball courts, models posed with basketballs and were photographed by O’shane Howard. They represented Africa’s diversity brought together by basketball.
“Jump Ball” aims to highlight the blend between basketball and cultures across the African Diaspora.
“Been working on this for months. Project means everything to me especially as a member of the diaspora. ‘Jump Ball’ will continue to grow as a project for the people,” Adamu shared on Twitter.
Been working on this for months. Project means everything to me especially as a member of the diaspora. ‘Jump Ball’ will continue to grow as a project for the people. ??????????— Josef Adamu (@josefadamu) June 18, 2019
Photography by @oshanehoward pic.twitter.com/1tiiFdNfVx
Josep Adamu is a Nigerian-Canadian director, producer and photographer pushing the boundaries of visual story-telling. He is the founder of the creative platform, Sunday School and has worked with artists including Jazz Cartier and Mike Jenkins whom he has helped develop through visual branding.
His agency focuses on unique storytelling and sheds light on identity, fashion, and culture which has gotten praise from the likes of Lupita Nyong’o.
Adamu has worked on several projects which have gained wide attention. “Jump Ball” showcased cultural pieces from Somalia, Congo, Ethiopia, Senegal and Ghana.