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Welcome to this week’s edition of The Baseline!

I'm traveling for the week again, so here's a quick edition breaking down this week's blueprint for basketball culture.

NIL BLUEPRINT

This 17 year old star athlete is building the next billion dollar PRIME hydration brand, which means he’s going after Gatorade, Powerade, and Body Armor using the same creator-first business playbook as Logan Paul.

This Overtime Elite basketball player realized his biggest NIL opportunity isn’t sponsored posts, but disrupting the industry through ownership.

That’s why Taylen Kinney’s 6 7 Water will be a household brand name in the next few years—meaning you’ll be watching him in the NBA while your kids drink on 6 7 Water.

This brand was born from meme culture, but already has over 150,000 followers across platforms since launching on June 7th (6/7).

With a strategic marketing approach, 6 7 Water is hydration for today’s TikTok athletes.

Every brand moment is made for UGC content, social challenges, community events and skits.

Now timelines are flooded with comments asking where to buy 6 7 Water.

They’ve already secured GoPuff distribution and content support from Overtime.

For Taylen Kinney, it’s not just about product placement but using his distribution as a creator, leverage as an elite hooper, and community network to build the next big beverage brand.

With a viral content engine and system in place, this five star recruit has already built a massive demand for 6 7 Water.

This is an elite level NIL masterclass and he hasn’t even played his first college basketball game yet.

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Sharing the tools and resources that I’m using this week:

📹 ReelFarm - Use AI to create TikTok videos that don't seem like AI with this automation tool, which helps drive traffic to your business.

🎨 Creative Market - Bring your creative ideas to life by supporting creators with digital graphic packages, illustrations, icons, mockups, and more.

🤖 ChatGPT Agents - ChatGPT launched its ChatGPT Agents, and check out these examples of how people are already using them in mind-blowing ways.

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POST-GAME

Thanks for reading—I’ll see you back here next week!

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- Jeff Chen | 🏀💡👨🏻‍💻