Phoenix, AZ — Project Max and Legends of Basketball today announced a new strategic partnership dedicated to combating hate and promoting respect, inclusion, and understanding through the global platform of sports. The collaboration will bring together athletes, community leaders, educators, and youth organizations to confront racism, antisemitism, and intolerance while using sports as a powerful vehicle for positive social change.

The partnership combines the educational and advocacy mission of Project Max with the influence, legacy, and network of former professional athletes affiliated with Legends of Basketball — an organization founded in 1992 with the support of the NBA and the National Basketball Players Association, uniting former players from the NBA, ABA, WNBA, and the Harlem Globetrotters.

Together, the organizations will launch a series of initiatives designed to engage young athletes, sports communities, and fans in meaningful conversations and programs that promote respect, dignity, and unity. Sports have long served as a universal language capable of bringing people together across cultures, nationalities, and backgrounds — and this partnership seeks to leverage that power deliberately and at scale.

Rubin added that the collaboration would inspire athletes and fans alike to “stand firmly against hate and discrimination” — not just within the arena, but in communities across America and beyond.

Toney also acknowledged the urgency of the moment: “Unfortunately, there has been an alarming rise in all forms of hatred across America and the world. Sports, including basketball, have not been immune to this disturbing trend.”

The two organizations have outlined a comprehensive program of initiatives set to roll out in the coming months, designed to reach young people, sports communities, and institutions at every level.

Both organizations emphasized that their ambition extends beyond a single program cycle. By amplifying positive role models and highlighting the unifying values of sport, Project Max and Legends of Basketball aim to build a lasting movement — one that encourages individuals everywhere to reject hate and champion respect.

Together, the two organizations believe that the lessons learned through sports — discipline, teamwork, resilience, and mutual respect — can play a powerful role in shaping more inclusive communities and a more compassionate world.