created in the early spring of 2024, halfpast*noon was born out of a growing lack of in-depth hoops media coverage. the field had strayed from the insightful, magazine-based articles of the '90s—when sports illustrated was in its prime—into a brainless, click-driven landscape, where every sports page seemed to focus on the same topics. originality, creativity, and a genuine love for the game were missing. in response, halfpast*noon emerged as a social media-enabled magazine
 
 
with our first viral post on the lore of the black mask, things took off from there. despite the dominance of video-driven social media platforms, hoop heads, basketball nerds, and even those indifferent to the game flocked to our content, which represented a complete 180-degree shift from the fast, gimmicky, attention-seeking norm. this was real content—telling real stories, sharing real numbers, and approaching the game in a way that had yet to be seen on social media.
 
 
as halfpast*noon quickly grew a following, our unique style of content began spreading across social platforms, inspiring others to create their own content in a similar format. this sparked a fateful return to high-quality basketball content. with unique yet familiar branding, clean-cut minimal graphic design, incredible music selections, and a series of content that followers have grown to love and expect daily, halfpast*noon is becoming one of the fastest-growing social accounts of the year—and this is only the beginning...