Success Story

How former NBA player Mustafa Shakur launched a sports energy drink company and made history

Get to know Mustafa Shakur; he is an ex-NBA player who previously played for the Washington Wizards and Oklahoma City Thunder. Like many former NBA stars, Shakur has reinvented himself as an entrepreneur, co-founding a sports nutrition startup called Pure Fuel, according to Forbes.

According to him, the PureFuel story only began a “little more than a year ago” but has “already yielded big returns.” Pure Fuel has gone on to become the official hydration partner for the Philadelphia 76ers, making it the fastest hydration drink to ever partner with a professional team.

To achieve this historic feat, Shakur and his co-founders beat out other hydration product competitors for the Sixers deal, an important move given the saturated market, The Philadelphia Inquirer reported. Also significant is the fact that none of the co-founders of Fure Fuel had any experience running or owning a sports hydration or energy drink company.

Shakur, who was born in Philadelphia, said, “Part of why this is happening, myself and my partners, we all dream big.”

“Don’t think it happens without you being able to dream big.”

As part of the partnership, Pure Fuel’s branding has appeared on Wells Fargo Center digital signage, team benches, coolers, and the pregame bell-ringing ritual. Furthermore, Pure Fuel’s reach will continue beyond the NBA season as the 76ers host hundreds of youth players at summer basketball camps, the Inquirer reported last month. Pure Fuel will provide 50 free registrations for the entire week of the camps, the outlet added.

“Huge hometown story, for the kids from rougher parts of Philadelphia,” Shakur said. “They need to hear and learn this story. There’s so much bad messaging out there. We’re not afraid to push the envelope and be untraditional, in a sense. I think that’s attractive in a city like Philadelphia, with authenticity as part of our brand.”

Shakur said he decided to venture into the sports nutrition industry because he wants to “take ownership of what we consume as a culture.” And according to him, what sets his products apart from others is the fact that there are no sugars or additives.

He further loves the flexibility that comes with entrepreneurship, explaining that during his heyday as an NBA player, he didn’t have control over what he did because he had to travel for games.

“But with being an entrepreneur, it is unpredictable, but you are able to have a little more control over the things you do and curate,” he told Forbes.

Abu Mubarik

Abu Mubarik is a journalist with years of experience in digital media. He loves football and tennis.

Recent Posts

Mother opens up about frenzy of raising triplets who believe they have the same name

A TikTok user known as @thattripletmom_, has decided to walk her hectic life with followers.…

1 day ago

‘I didn’t expect it’ – Rihanna on the health reason behind her new look

Renowned singer and beauty mogul Rihanna has opened up about her postpartum hair loss journey…

1 day ago

Aurora woman sentenced to 84 years after daughter’s remains were found in her apartment

An Aurora woman has been sentenced to 84 years in prison for the murder of…

1 day ago

The first woman to sign to the Jordan brand is this Paralympic athlete

NBA legend Michael Jordan is behind Nike’s Jordan brand. In 1984, he signed a deal…

1 day ago

How Yo Gotti almost lost his 15 houses because he didn’t know he had to pay property taxes

Mario Sentell Giden Mims, better known as Yo Gotti, is an American rapper who has been…

1 day ago

Chicago: Students become first team of African-American women to win policy debate

Nevaeh Rita Sencion and Saidah Ervin of Baltimore City College High School won the National…

1 day ago

How Will Smith shocked theater fans after secretly joining them to watch Bad Boys: Ride or Die

A movie theater came to life when Will Smith emerged after the credits had rolled…

1 day ago

Kenya: Policeman opens fire on magistrate in court after ruling against his wife

Authorities in Kenya said a senior police officer was gunned down on Thursday after he…

1 day ago

Tyla says she never denied her Blackness after identifying as ‘coloured’ sparked controversy

South Africa’s global-rising singer Tyla took to social media on Thursday to set the record…

1 day ago

Naomi Campbell reveals her two children were born via surrogacy

During a recent interview with The Sunday Times, British-Jamaican supermodel Naomi Campbell confirmed her two…

1 day ago

East London woman abandoned in phone box as newborn finally meets half-brother

Susanne Barrow, abandoned as a newborn in an East London phone box with a touching…

2 days ago

Morehouse man graduates Magna Cum Laude after first enrolling 30 years ago

Thirty-three years ago, in 1991, Demetrius Banks began his journey at Morehouse College. He has…

2 days ago

Haitian-Trinidadian streamer Kai Cenat breaks Twitch viewership record with sleepover stream

Kai Cenat is a Twitch and YouTube creator with a total following of 22 million. The 22-year-old…

2 days ago

An apology isn’t enough – Superintendent pushed by angry dad during daughter’s graduation reacts to incident

Baraboo School District Superintendent Dr. Rainey Briggs isn't ready to forgive or forget after a…

2 days ago