Apple developing series called “Swagger”, based on life of NBA’s Kevin Durant


The series is inspired by Durant’s youth basketball experiences. It will explore the world of Amateur Athletic Union (AAU) basketball and the lives of the players, their families, and coaches.

The series will be produced by Brian Grazer and Ron Howard’s Imagine Television along with Durant’s Thirty Five Media. Durant and Grazer will executive produce, along with Imagine’s Francie Calfo and Thirty Five Media’s Rich Kleiman.

Eddy Cue is a huge basketball fan, a die-hard Golden State Warriors fan, and a fan and friend of Warriors’ star Kevin Durant. From this New York Times article:

Another incident that stirred an online reaction came when a fan stood up and seemingly shouted at Rihanna to sit down. Numerous commenters declared they found his behavior disrespectful.

Internet sleuths soon identified the man: Cue, Apple’s senior vice president for internet software and services, who is a die-hard Warriors fan. Durant watched the election results last November at Cue’s house along with Tim Cook, Apple’s CEO, and pop star Pharrell Williams.

This seems a natural fit. So much so, I wonder if Eddy Cue had a role in breathing life into this series. Personally, I hope this is the case. I think great passion can make the difference between bland and textured, between dull and riveting.