Air Jordan 3 'True Blue and Copper'
Community makes up a huge part of Shelflife’s world. This is not limited to sneaker collectors or those wanting the newest Carhartt. Rather, it encompasses every aspect that makes South Africa the vibrant yet complex country that it is. From the beginning, Shelflife has been representing global streetwear and culture through a South African lens. More than that, collaboration and support of the culture, youth and community, and upliftment in all its forms has been at the back-bone of our vision.
More than most, Michael Jordan recognises sport as a unifying force- no matter where in the world it’s played. With 2023 marking the 20th anniversary of MJ’s final retirement from the game, you would expect that his Jordan Brand family would be celebrating the sport and milestone in a significant way. It is no surprise then that Nike would bring us the long-awaited Air Jordan 3 ‘True Blue & Copper.’ At Shelflife, we’re honouring this iconic release by partnering with an incredible non-profit organization, Hoops 4 Hope (H4H), which “provides young people with the fundamentals and opportunities necessary to be happy, healthy, and safe both emotionally and physically."
HOOPS 4 HOPE (H4H)
Started in 1995 by Mark Crandall and centred around the concept of Ubuntu, H4H finds its inspiration in the idea that every human is part of a greater whole- that I AM, BECAUSE WE ARE. With this as a key part of the organization, H4H has succeeded in creating an innovative sports-based leadership curriculum that supports youth development in local communities to address modern social challenges. This focuses particularly on HIV/AIDs awareness, substance abuse, gender equity, conflict resolution and civic values.
H4H works with schools and community organizations to provide after-school and holiday programs for kids aged 6 to 16 as well as a peer mentorship program, among a plethora of other initiatives ranging from Jr. NBA, Court Building and Basketball Without Borders. Here, H4H work directly with teachers and staff, who are provided with both basketball and ‘Skills 4 Life’ training to assist the NPO in bridging the gap between its programs and the children in the community.
Peer mentorship is an integral part of the H4H model, where learning is an exchange more than a top-down system. Here, “teachers” are divided into:
Role Models- coaches from H4H participant’s communities, who speak their language, know their families, and understand, first-hand, the obstacles they face.
All Stars- paid program coordinators, who oversee H4H programs, lead relationships, and train MVP coaches.
MVP's- serve as direct role models for participants, interacting with them daily and delivering the ‘& Tools 4 Life’ that equip young people with knowledge and understanding of essential qualities to help them face everyday situations.
The impact of this NPO is deeply significant, particularly to the communities it impacts and most children who get involved in H4H stay involved. All 6 players in our campaign are such examples and one such inspiration is Madoda Kumalo, who has been part of H4H for the past 15 years.
First introduced to basketball as a young child when a group of local gangsters stole a basketball hoop and placed it in his neighbourhood, Madoda had an itch for the game from then on.. He takes us though the impact that H4H and the simple game of basketball has had on all facets of his life:
SL: How were you introduced to basketball?
MK: In 1995, when I was in primary school, basketball wasn't a popular sport. However, I had the chance to watch basketball on TV and seeing players like Michael Jordan sparked my interest. In 1996, some gang members in my street stole a basketball hoop and brought it to our neighbourhood. We played with it for a day, doing tricks and having fun. The next day, the hoop was gone, but that experience left a deep love for the game in me, even though I couldn't play it at school. In 1997, our school employed male teachers, and that's when sports like basketball, soccer, rugby, and cricket were introduced. I immediately joined the basketball team and have been playing, coaching, and officiating ever since.
SL: How did you start with H4H?
MK: In 1999 and 2000, Hoops 4 Hope visited my primary school and conducted a basketball clinic focused on Life Skills. Our coach, Mike Makedama, accepted the program offered by them. I participated in the clinic and learned the ‘7 Tools 4 Life’ (Self Awareness, Sense of Humour, Integrity, Respect, Responsibility, Self Esteem, Focus, Ubuntu). I fell in love with the program.
While I never became a MVP, I became a volunteer in high-school and college at Hoops 4 Hope and organized a Summer League at Crossroads Multi-Purpose Centre for two years. I believe it's easier to learn from peers of the same age. Eventually, an opportunity arose as All Star, and I joined the Hoops 4 Hope team. My first task was managing volunteers and implementing programs in five schools, including my primary school.
SL: What does it mean to you to be a mentor to the youth you working with?
MK: Being a mentor means the world to me. I envision myself continuing to work in youth development and with Hoops 4 Hope for another ten years, God willing. I feel really sad to see the youth having only gangster role models. I come from a time when people wanted to help children do good, but nowadays, doing good is met with hate in our communities. However, seeing the behaviour change in the youth makes me proud and happy to be part of the positive mindset and transformation in our youth today.
SL: How have the tools and values from H4H shaped you as a person and a father?
MK: Living in the area of Nyanga, filled with gangsterism, pregnancy…growing up I too had had my share of those problems. I crossed paths with and became a gang member. I was a father before finishing up school. I ended up having to find work to support my family, and the Hoops 4 Hope 7 Tools played a significant role in shaping me. They steered me in the right direction and helped me become a positive role model in my community. They made me aware of my actions and the importance of integrity, even when no one is watching. Today, my children follow basketball, the Hoops 4 Hope program and try to be positive young boys.
SL: What do you love about hoops 4 hope and the game of basketball?
MK: I love the Hoops 4 Hope program because it's inclusive and focuses on developing kids in primary schools. It provides opportunities for youth who may not excel academically. The program allows us to showcase our skills and become role models in our communities and other partnering communities. As for basketball, it has taught me teamwork, resilience, and the mindset of never giving up. I have represented the Western Cape team in the U/16 and U/18 national teams. My passion for the game led me to coaching and being an official of the game, and now I serve as the Officials Technical Director for the Cape Town Basketball Association.
SL & COLLABORATION
Having had key collabs with structures such as the Canadian Government, the NBA and Fairfield University, Hoops 4 Hope have embedded themselves in the community - building relationships with children, families, schools, and other community organizations. The organization is not an in-and-out solution, but one which invests in its people and future generations. 10,000 children are reached each year in H4H year round teams and outreach programs. These boys and girls often grow up to become MVP and All Star coaches within the program themselves, which helps build the community as a whole.
With their incredible initiative, working with Hoops 4 Hope just made sense to us and Shelflife aims to expand on their vision. The Air Jordan 3 ‘True Blue & Copper’ raffle and campaign is bigger than just us!
A PORTION OF ALL PROCEEDS WILL BE DONATED TO HOOPS 4 HOPE!
Dropping tomorrow, the 24th of June for R3899 in UK6-UK12 via live store raffles in CPT and JHB. Armbands handed out at 9:30am, raffles start at 10am.
CLICK HERE, TO FIND OUT MORE ABOUT HOOPS 4 HOPE AND TO SEE HOW YOU CAN GET INVOLVED!
Credits:
Director/Photographer: Ramon Mellett
Production: Dare Content
Producer: Chris Coetsee
Wardrobe Stylist: Carla Vermaak
Focus Puller: Josh Marais
Lighting: Shane Du Plooy & Matthew Wareley
Cast from Hoops 4 Hope:
Thabo Marotola
Madoda Kumalo
Nompumelelo Ncinane
Sive Toso
Nozuko Jamda
Azania Rengo
Don't forget to follow H4H on Instagram.