Hoop Culture is the premier forerunner of independent street and lifestyle apparel and accessories. They pioneered the many tags that resonate with the current generation of ballers. Eat Sleep Ball, Hoop Vibes, This Game is My Life, Basketball Above All, and most popular, Ice in My Veins. Hoop Culture started out in 2009, with one kid's ambition, dream, and single slogan on a graphic t-shirt "This Game is My Life". It quickly grew into a global movement thanks to its millions of supporters on every mainstream social platform.