HOUSE OF HIGHLIGHTS

‍

In the early days of Sports Instagram, before brands and publishers fully recognized its potential, a small network of creators was shaping how basketball culture was shared online. Omar Raja was running House of Highlights and Sports Posters, and I was building Posterizes, Basketball Forever, and a popular NBA Wallpapers account. We would DM each other constantly, trading content, sharing ideas, and coordinating posts to amplify one another’s reach. The community was tight-knit, driven by a love for the game and a vision for how social media could change sports storytelling.

‍

‍

As our accounts grew, Omar’s knack for capturing behind-the-scenes moments and relatable highlights made House of Highlights a must-follow for fans, while I focused on crafting iconic imagery and visual narratives. This synergy led to regular conversations about growth strategies, audience engagement, and new ways to elevate basketball content beyond traditional game recaps. We saw Instagram as more than a place for stats and scores. It was a platform where fans could feel connected to athletes and moments in real time.

‍

‍

Omar founded House of Highlights in 2014 out of a deep love for basketball and a need to capture the moments that traditional media often overlooked. After LeBron James left the Miami Heat, Omar wanted a place to relive the offbeat, behind-the-scenes clips that made being a fan feel personal, the bench reactions, post-game jokes, and candid moments that bonded Heat fans. Unable to find this kind of content anywhere, he started curating and posting these highlights himself on Instagram, creating a new style of storytelling that prioritized authenticity and relatability over polished production. What began as a small passion project quickly grew into a cultural phenomenon, redefining how a generation consumed sports content. My early work with Posterizes, Basketball Forever, and NBA Wallpapers set the foundation for a new style of social storytelling that felt more like a group chat than a traditional sports brand. This authentic voice resonated with fans because it wasn’t manufactured or corporate; it spoke in the language of the culture. Omar saw the potential of this approach early on, recognizing how my design sensibility and knack for capturing the emotional pulse of sports could be scaled for House of Highlights.

‍

‍

When I joined Bleacher Report, I became a consistent advocate for Omar’s work, bringing up House of Highlights in discussions with Doug Bernstein, our GM at the time. I highlighted how Omar’s unique voice and instinct for curation filled a gap in the sports media landscape. Those conversations helped set the stage for Bleacher Report’s acquisition of House of Highlights, a move that would cement the account’s status as a cultural force and make it a key growth engine for the company. Even after the acquisition, I remained deeply involved as a creative consultant, working closely with Omar to refine HoH’s brand and strategy. We talked regularly about content packaging, platform-specific approaches, and how to balance viral user-generated videos with top-tier sports highlights. Our shared vision helped shape House of Highlights into the number one sports brand on Instagram, proving that creativity, authenticity, and community-led thinking could disrupt traditional sports media.

‍

‍

As House of Highlights grew into the most-followed sports media brand on Instagram post acquisition, we recognized the need to evolve its identity into a premium property for advertisers while maintaining the authenticity that made it so beloved. I worked closely with our in-house design team and Dylan C. Lathrop to lead a full brand refresh, creating a sophisticated visual system that elevated HoH’s presence across platforms and campaigns. Together, we introduced a new logo and a bespoke font that gave the brand a distinctive, polished look while preserving its playful, community-driven voice. This evolution not only unlocked premium sponsorship opportunities but also positioned House of Highlights as a trusted partner for advertisers, proving that a brand rooted in culture could scale without losing its edge. I brought this raw fan perspective into their ecosystem, helping to shape HoH’s visual identity, tone, and community-driven content strategy. This authentic approach became one of HoH’s core differentiators and a major selling point for advertisers.

‍

‍

Over time, I became part of the inner brain trust that shaped HoH’s growth, working closely with Omar and the team to elevate the platform into a powerhouse that connected millions of fans to the stories, moments, and trends that defined modern sports culture. Copywriting was at the heart of House of Highlights’ connection with its audience, serving as much more than captions under viral clips. We built a voice that mirrored how fans talked in their group chats and DMs, blending humor, insider references, and cultural shorthand to make every post feel like it came from a friend rather than a brand. This approach created a sense of intimacy and authenticity that set HoH apart from traditional sports media, allowing us to spark conversations and reactions at scale while staying deeply embedded in youth culture. By writing in the language of our audience, we transformed captions into community touchpoints, making HoH a platform that didn’t just share highlights but defined the way fans experienced them.

‍

‍

House of Highlights’ strategy, simply put, is to curate the best possible content on Instagram by being celebratory, inclusive, and relatable. Getting a second-screen perspective on sports is imperative. While many sports accounts focus on highlights of a game, House of Highlights tries to catch what the naked eye missed. That could be as simple as a pre-game handshake or a funny blooper that the broadcast unknowingly filmed. This gives our audience a leg up on the personalities of their favorite leagues, teams, and players. As of 2023, House of Highlights achieved a milestone that few media brands can claim, surpassing 50 million followers on Instagram and securing its spot as the most-followed U.S. sports media brand. This achievement represents more than just scale—it’s a testament to years of curating authentic, fan-first content that feels native to the platforms where sports culture lives. HoH’s rise reflects its deep connection to basketball culture, viral moments, and creator-driven storytelling, turning it into a cultural phenomenon that transcends highlights to become a hub for community. Reaching this number solidified HoH as a generational sports brand, one built not through traditional marketing but by speaking directly to fans in their own language and meeting them where they are.

‍

‍

From the early days, moments like Hoodie Melo and the Drive By Dunk Challenge set the tone for what House of Highlights would become: a cultural amplifier that could take niche moments and turn them into global conversations. When Instagram user t.currie first posted a video dunking on random hoops in driveways, it was HoH’s timely repost and promotion that transformed it into a full-fledged meme and social crazeHoH became a hub where trends were not only captured but given the spark needed for scale, helping fans and creators pick them up, remix them, and spread them across platforms. HoH also played a pivotal role in elevating the Hoodie Melo trend. Clips of Carmelo Anthony casually playing basketball in a hoodie had gone semi-viral, but it was House of Highlights’ curated post that turned it into cultural shorthand. This approach reached its peak with Drake’s viral In My Feelings dance challenge, where Odell Beckham Jr.’s take on the trend perfectly bridged the worlds of sports and entertainment. HoH’s reposting of that moment demonstrated the brand’s unique ability to sit at the intersection of culture, music, and athletics, making these trends feel both authentic and monumental. Now HoH is a central part of the internet ecosystem to aplify these types of moments.

‍

‍

One of the most meaningful milestones in my time working with House of Highlights was receiving a custom celebratory jersey from New Jersey Sets to commemorate the platform reaching 20 million followers. The piece was a testament to craftsmanship and brand storytelling, featuring heavyweight mesh, premium embroidery, and cut-and-sew stitching that reflected the quality and culture HoH had built. The design was bold and elevated, capturing the vibrant orange-and-black brand palette while incorporating a clean, athletic aesthetic that made it feel like a collector’s item rather than simple merchandise. It symbolized not only HoH’s meteoric rise but also the close-knit community behind the brand’s growth, where culture, creators, and fans were celebrated in tangible ways. Being one of the few select people to receive this jersey was a reminder of how far the vision had come and the impact of building a sports media brand rooted in authenticity and cultural resonance.

‍

‍

House of Highlights extended its brand beyond screens with the launch of its core merch collection, giving fans a tangible way to rep their favorite sports community. What started as a simple expression of brand loyalty evolved into a cultural statement, as we collaborated with creators like Team Flight, Noah Beck, and Faze Rug to drop exclusive capsules that reflected their unique styles and massive fanbases. The NBA licensing integration allowed us to design championship merch featuring official logos, cementing HoH’s place at the center of basketball culture. Partnerships like our Wilson collab basketball and the Space Jam collection, illustrated by Dustin O. Canalin, showed our commitment to fusing artistry and sport, building products that resonated deeply with athletes, creators, and fans alike.

‍

‍

Vertical integration within the larger Turner Sports ecosystem was a turning point for House of Highlights’ monetization strategy, transforming it from a social highlight account into a scalable media property. By connecting HoH’s unique cultural voice with Turner’s infrastructure, we created a unified system that could deliver premium sponsorship opportunities across digital, broadcast, and live activations. I played a key role in elevating the core product offering, leaning into design-driven storytelling and brand alignment to open new avenues for revenue. The launch of HoH’s core merch collection became a proof of concept for how a social-first sports brand could drive direct-to-consumer engagement while building a tangible identity for its community. This success set the stage for large-scale experiential activations, where we partnered with brands like Nike, Pizza Hut, and Wilson to create immersive experiences that merged basketball culture with fan interaction. By showcasing HoH as a cultural hub rather than just a highlight account, we created a blueprint for monetization that combined content, commerce, and community, solidifying the brand’s position as a leader in the sports and creator economy.

‍

‍

House of Highlights evolved from a small Instagram page into a branded content powerhouse with a roster of marquee partners including McDonald’s, Wilson, Pizza Hut, Under Armour, Taco Bell, Yahoo, Foot Locker, Lexus, Nike, Jordan Brand, Adidas, Netflix, Corona, PlayStation, Xbox, and Exxon. Early brand integrations like the Curry Challenge with Under Armour and curated content for major brands laid the groundwork for seamless yet elevated activations that set a new bar for sports media. This momentum led to the launch of the House of Highlights Show on Twitter in 2018, a live studio talk show hosted by Omar Raja and CJ Toledano that blended highlights, humor, and real-time conversations with athletes and entertainers. It was a major milestone in HoH’s evolution from a highlight account into a full-scale sports media brand with a loyal audience and a direct connection to culture.

‍

‍

As House of Highlights cemented itself as a cultural force, we leveraged Bleacher Report’s relationship with Turner Sports to integrate the brand directly into NBA on TNT broadcasts, bringing HoH from Instagram timelines to national television screens. Our in-house creative team designed custom HoH ads that ran courtside during NBA games, turning HoH into a household name for casual fans while reinforcing its dominance among digital-first audiences. This vertical integration strategy connected the dots between broadcast, digital, and social, showcasing HoH as not just a social brand but a key player in Turner’s sports ecosystem. By aligning with NBA on TNT’s credibility and reach, we built a seamless pipeline for driving new followers, boosting engagement, and positioning HoH as a premium, multi-platform destination for sports culture.

‍

‍

I played a pivotal role in bringing Misha Kyongin to the team, recognizing his influence and deep roots in the basketball community long before most brands understood the value of his work. Through his platform GD Factory, Misha had been curating some of the most compelling basketball highlights online, building a loyal following and shaping the culture around the game. His unique voice and sharp editorial instincts made him an obvious fit for House of Highlights as we looked to expand our creative brain trust. I believed in his talent so much that I personally wrote his immigration visa recommendation letter, advocating for his move to New York City to join us. That decision not only changed the trajectory of his career but also strengthened HoH’s editorial backbone, adding authenticity and credibility that resonated deeply with fans and athletes alike.

‍

‍

The magic began on Instagram, where House of Highlights built its foundation as the go-to hub for sports culture, before expanding to YouTube and finally cracking TikTok’s algorithm with creator-led content. As of 2025, the brand has scaled to 52 million followers on Instagram, 30.1 million on TikTok, and 17 million on YouTube, cementing its place as a powerhouse across platforms. The House of Highlights social channels have grown into one of the most influential destinations for sports content online, consistently ranking as one of the most viewed and engaged sports accounts on the platform. What began as a simple extension of HoH’s Instagram highlights evolved into a powerhouse of creator-led programming, viral challenges, and cultural storytelling. The channels blend traditional highlights with authentic, personality-driven content, giving fans a sense of connection that feels native to YouTube’s community. Its rapid rise reflects a shift in how younger audiences consume sports, with HoH leading the way by turning YouTube into a home for real-time culture, conversation, and entertainment that rivals legacy sports networks.

‍

‍

House of Highlights expanded its influence beyond screens by designing experiential activations that brought digital culture to life. At the NCAA Final Four Fan Fest, the Giant Human Claw Machine became a centerpiece of engagement, giving fans a chance to step into the spotlight and physically interact with the brand in a way that mirrored its viral energy online. This activation was more than a spectacle; it was a blueprint for blending live events and digital broadcasts, allowing fans to create shareable moments while deepening their connection to HoH. These experiences demonstrated the power of experiential storytelling, proving that a brand born on social media could thrive in the physical world by curating memorable, high-energy moments that resonated with fans and sponsors alike. This approach elevated HoH’s reputation as a cultural leader, showing the value of translating its playful, authentic voice into real-life environments that audiences could touch, feel, and share.

‍

‍

At House of Highlights, we brought basketball culture to life through dynamic brand collaborations that blended storytelling, nostalgia, and fan engagement. McDonald’s celebrated the All-American Games with an interactive photo moment and games that amplified their connection to rising basketball stars, while Wilson transformed their iconic Chicago roots into a collectible experience with a custom basketball display and retro Airstream shop. Intel powered our live show setup, creating a premium content hub for real-time interviews, streaming, and behind-the-scenes coverage. Together, these activations showcased HoH’s ability to merge brands, hoops culture, and tech into immersive experiences that resonate with Gen Z audiences.

‍

‍

The live shows have become a key part of House of Highlights’ evolution, taking its signature digital-first voice and translating it into unforgettable in-person experiences. Shows like Through The Wire Live proved that creator-led media could draw crowds and rival traditional broadcasts, with sold-out stops in major cities like Philadelphia, Miami, Toronto, and Las Vegas. By integrating these shows into the NBA on TNT American Express Road Show and other live events, HoH created a powerful synergy between linear and digital audiences. Fans weren’t just watching content; they were engaging directly with creators who felt like peers rather than traditional media personalities. This dynamic helped transform HoH into a cultural hub that could deliver the same authentic voice and humor that made it popular on Instagram, YouTube, and TikTok, while deepening connections with a loyal fanbase in real time.

‍

‍

The vision for House of Highlights’ creator-led competitions started with my idea to bring back the spirit of MTV’s Rock N’ Jock and the classic NBA Celebrity All-Star Games but reimagined for a generation raised on social media. I saw HoH not just as a content hub but as a platform that could stage creator-driven sports events, giving fans a way to see their favorite internet personalities compete in real time while showcasing their own communities and talents. By leaning into this nostalgia-meets-innovation approach, we created a blueprint for Showdown and Creator League, proving that a creator-first model could draw massive engagement, attract premium sponsorships, and strengthen HoH’s position as a cultural leader.

‍

‍

These events helped transform HoH into more than a highlight reel, turning it into a space where creators became athletes, athletes became creators, and fans could experience sports in a more relatable, participatory way. This foundation gave HoH staying power in a rapidly changing media landscape, setting the tone for Bleacher Report and Turner Sports on how to grow a sports brand that thrives in culture, not just coverage. The Creator League’s live events at Dream Con marked a new era for House of Highlights, blending high-production sports broadcasts with creator-led culture. We built a custom 2,000-seat arena at the Austin Convention Center, complete with a Steadicam, roaming gimbal cameras, and robotic backboard angles, delivering a professional-grade broadcast that still felt authentic to social-first audiences. Fans watched live from the stands and a dedicated watch party space for over 6,000 attendees, while streams ran across YouTube, TikTok, the B/R app, and creator co-streamers’ channels like RDCWorld, Jidion, MMG, and Marcelas Howard, turning the event into a multi-platform spectacle. By pairing basketball and dodgeball competitions with the energy of gaming and anime culture, HoH brought a new flavor of sports entertainment to Dream Con, culminating in a rebroadcast of the dodgeball match on TBS. This project demonstrated the power of HoH’s hybrid model, combining live events, linear television, and social storytelling to create a scalable experience that resonated with Gen Z audiences while showcasing the brand’s creative ambition.

‍

‍

House of Highlights’ evolution into a cultural media powerhouse was driven by a bold focus on creator-led storytelling and community-first strategy. Instead of chasing polished studio productions, we leaned into the raw, authentic voice of creators, building franchises like Creator League, Showdown, and Highlight House that turned sports content into an interactive cultural experience. This approach unlocked massive engagement, attracting millions of new followers and shaping HoH into one of the most influential brands in sports media. I played a role in helping identify and incubate creators, shaping programming that blurred the line between fan culture and entertainment, and pushing the brand to experiment with new formats like live competitions, real-time commentary, and platform-native storytelling.

‍

‍

The House of Highlights Showdown series proved that high-quality live sports entertainment didn’t require massive budgets or traditional broadcast infrastructure. By designing events with creators at the center, we produced competitions like dodgeball, go-kart racing, and basketball tournaments at a fraction of the cost of traditional sports broadcasts, while achieving engagement numbers that rivaled major league events. The streamlined production approach allowed us to experiment with creative formats, lean into cultural moments, and deliver premium live streams that felt authentic to Gen Z audiences. This agility gave us the freedom to take risks and build a franchise that became a proof point for a new kind of sports entertainment, one that prioritized storytelling, community, and creator reach over polished, overly produced television. The result was a scalable model for appointment viewing that expanded HoH’s influence and gave brands a fresh, innovative space to connect with fans.

‍

‍

House of Highlights has always resonated because it fostered real, meaningful connections between fans, creators, and athletes. Even when the account was growing exponentially, NBA icons like LeBron James and Dwyane Wade were quietly among its followers, signaling early on that HoH had earned its place in sports’ cultural conversation. These weren’t just numbers; having legends in the audience validated the authenticity and impact of the content we were creating. House of Highlights began as a humble Instagram account born from a love of the game, and I feel incredibly lucky to have played a role in shaping its launch and trajectory. I was part of a scrappy, tight-knit team that turned House of Highlights from a niche Instagram page into one of the most influential brands in sports media. We weren’t following a blueprint; we were building one in real time, experimenting with content formats, testing bold ideas, and learning directly from the community we served.

‍

‍

What started as a simple way to share moments too special for box scores has grown into a cultural hub where the lines between fans, athletes, and creators blur. NBA stars still leave comments, clips from backyards and gyms around the world fill the DMs, and every post feels like an inside joke shared by millions. In an internet landscape that can often feel fractured, HoH remains a vibrant corner of connection and celebration, a place where authenticity thrives and the love of sports is always at the center. Its growth is proof that when you honor the culture, stay close to the community, and create with heart, the world will show up to watch, cheer, and share in the moment.

‍

‍

Key Collaborators: Omar Raja, CJ Toledano, Starr Nathan, Doug Bernstein, Jeff Wallace, Caroline Jastremski, Deshawn Bolden, Jessica Ammendola, Garrett Yurisko, Dylan Burd, Aaron Siegal, BJ Coker, Brennan Kuebler, Drew Muller, Joshua Singh, Isaac Gutierrez, Karim Alammuri, Jake Cohen, John Rivoli, Misha Kongyin

Tools: Adobe Creative Suite, After Effects, Figma, Cinema 4D, and Sketch.

Deliverables: Brand Guidelines, Logo, Immersive Installations, Branded Activations, Co-branded Workshops, Integrated Marketing Campaigns