Above the Rim, which is owned by Collective Brands, said Hoops By the River, Inc. (HBTR) in Harlem was named the fourth non-profit to receive funds through the A.T.R. Project (Assisting The Rise), the brand’s community-based youth development grant program.
“Elevate Your Team. Elevate Yourself,” the A.T.R. Project was created to identify and support non-profit mentoring programs across the United States that are dedicated to assisting the rise of young players in their communities. The A.T.R. Project was formally launched in February with the announcement of inaugural grants awarded to The Beyond Basketball Foundation in the Bronx, Better Through Basketball in Los Angeles and Seattle’s A PLUS Youth Program.
“Weve already seen the impact of A.T.R. Project funds within the first three basketball communities,” said Bruce Pettet, president and CEO at Collective Licensing International, LLC (CLI), the company that manages the ATR brand. “Hoops By the River shares a complementary vision with the brand, and will make a great partner as we look to make a difference in the lives of young athletes in Harlem.”
Founded by East Harlem native Will Kelly in 2009, HBTR’s mission is to help individuals develop a sense of ownership and compassion for their community as they transition from young men and women to adults. The organization assists young players with their educational needs in a positive environment. Kelly has been recognized as a mentor in the Harlem community for more than 10 years and just last year was awarded “New Yorker of the Week” by local TV news station NY1.
Kelly will be working closely with ATR to launch an off-court field trip series throughout the summer months with A.T.R. Project funds. The Hoops By the River team will visit a preparatory school in upstate New York, engage in a yoga session and enjoy a behind-the-scenes tour at a New York-based sports facility. The field trips are intended to introduce the young players to new off-court experiences that will broaden their knowledge of life opportunities. The summer field trip series will also be executed by A.T.R. Project ambassadors in Los Angeles and Seattle.
“The A.T.R. Project funding is giving us important resources to provide the basketball training and mentoring programs that will truly make a difference in our players lives,” Kelly said. “We couldnt be more excited to join the ATR family.”
Originally founded in 1989, Above the Rim was re-launched by CLI in late October 2010.
