The home for basketball, we have hoopers covered on and off the court.
In The Lab is a global basketball brand that is based on the concept of 10,000 hours. We say that it takes 10,000 hours of focused, dedicated, and committed practice to master your craft. With this, ALL OF US every single day are In The Lab regardless of profession improving ourselves.
Our pillars will be showcased below but they are apparel, training, and content. We’re 7 years in, have over 2 million+ followers around the world and have done over 300 million+ in views and over 1 billion impressions.
The team behind In The Lab
It all started back in 2015 when we turned an unlikely friendship into a global basketball brand. Over the years we’ve had many incredible people help us behind the scenes as well forever grateful for every person who had a hand in getting us where we are today.
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In 2008 author Malcolm Gladwell stated in his book "Outliers: Story of Success" that to have success in any field 10,000 hours of practice and training must be achieved. Filmmaker and basketball trainer, Devin Williams, captures through the art of filmmaking his passion and love for basketball in the world-renowned YouTube series TEN000HOURS.
Devin Williams burst onto the basketball scene when one of his training videos for a school projects accidentally went viral. The first training video inspired the second, which inspired the third, which inspired the entire Ten000hours series.
Years later, Devin is now one of the world’s most highly renowned basketball trainers. Training players at every level from youth to professional, Devin’s grasp on the core aspects of basketball set him apart from the rest. Devin differentiates himself by focusing equally on the philosophy of the game as much as the mechanics. Devin’s impact on basketball culture has transcended what it means to be a trainer in todays world.
Born and raised in Gardena, California, Devin began playing basketball at the age of 8. After playing for and graduating from Price High School, Devin attended and played for Fresno State University. He then transferred to Academy of Art University in San Francisco, where he would complete his education and basketball career.
For a class project in college, Devin was asked to create and produce a "Day In The Life" video. Lo and behold, the first episode of TEN000HOURS was born. Capturing a "Day In The Life" of a young basketball player and uploading it to YouTube may have been intended for his professor, but ended up going viral worldwide.
Today, Devin travels the world training and engaging with athletes through basketball and film. From the NBA to AAU, the subject's thoughts, ideologies, and the process are captured by Devin. The captivating content embodies the essence of TEN000HOURS training, which is now coined around the world as IN THE LAB. From home to school and the basketball court, Devin's innovative approach to training has been a refreshing bridge between film and the sport.
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Over the last 7 years, I’ve helped build the foundation for our brand and created many of our pillars. From scaling our apparel to millions in revenue to launching our OTT training platform and apps to our live events and more. In The Lab has allowed me to grow and become the creative entrepreneur I am today and that is all credited to my brother Devin Williams.