Coinbase has rolled out a new premium content project built around NBA rookie life. The company announced “NBA Rookie Firsts” as a four-part series for the 2025-26 season. The release adds another layer to its long-running partnership with the NBA. Besides highlighting athletes, the project also supports Coinbase’s wider brand strategy around money and culture.
The series focuses on key milestones that shape a player’s first season in the league. It tracks how rookies manage attention, pressure, and expectations as their careers begin. Additionally, the content leans on player-driven storytelling and personal moments. Coinbase positioned the series as a look beyond game-day highlights.
The first episode features star rookie Kon Knueppel and his early transition into the NBA. The episode centers on how new visibility changes daily life and decision-making. Consequently, the series frames the rookie year as more than just on-court performance.
Rookie Year Defined by Pressure and Opportunity
Coinbase described the series as a way to document defining “firsts” in a rookie season. Those moments include the shift from college to professional routines. Moreover, they include bigger responsibilities away from the court. The company also emphasized how influence grows fast for first-year players.
Knueppel appears as the first featured athlete in the rollout. He discussed the reality of adjusting to league expectations. He also reflected on the challenges that come with being watched more closely.
Coinbase Links Basketball Culture With Money Conversations
Coinbase said the series fits its effort to build the future of money through storytelling. It also said the rookies represent the next wave of athletes shaping the league’s identity. Hence, the company framed the project as a timely cultural collaboration.
Gareth Kay, VP Brand at Coinbase, said, “Rookies enter the league with immediate visibility and influence and their first year shapes how they approach both their careers and their finances.” He added, “At Coinbase, we're focused on building the future of money, and this series allows us to align with the next generation of talent in a way that feels authentic, timely and culturally relevant.”
More Episodes Coming During the 2025-26 Season
Coinbase plans to release more episodes throughout the season. Future installments will feature Tyrese Proctor, Will Richard, and Yanic Konan Niederhauser. Significantly, the episodes will continue focusing on both personal and professional milestones.
