About Us

CTRL the Narrative, because what they told you wasn't always right.

They told you Melo was finished.
They told you 2000s hoopers were inefficient.
They told you the game is only numbers.

We built CTRL the Narrative to flip that script.

Who We Are

We aren't just a merch brand, we're a community of hoopers, fans and storytellers who refuse to let lazy Narratives define the sport we love. What started in 2019 as a podcast bringing Carmelo Anthony's greatness to light has grown into a movement: documentaries, live events, streetwear, and now a platform where tens of thousands of fans gather to remember what real basketball feels like.

Where We’re Headed

CTRL the Narrative is bigger than one player or one era. We’re building something that outlasts trends - a movement that celebrates underappreciated hoopers, real basketball culture, and the people who never folded on the game.

Because at the end of the day: they told you one story. We CTRL the Narrative.