Uniting The Continent Through Basketball, Culture, And Community

Masai Ujiri has accomplished what few figures in global sport can claim. The Nigerian-born executive made history as the first African general manager in North American professional sports, earned NBA Executive of the Year in 2013, and orchestrated the Toronto Raptors’ first-ever championship in 2019, an achievement that solidified his place among the sport’s elite decision-makers. But for Ujiri, legacy was never going to be defined solely by wins and titles.

His most profound contribution may lie thousands of miles from any NBA arena, on the basketball courts of Africa, built by Giants of Africa, the foundation he co-founded in 2003. What began as a single basketball camp grounded in the belief that sport could be a catalyst for change has evolved into a transformative movement. Spanning over 20 countries, Giants of Africa has built 37 courts using local labour, reached more than 140,000 youth through leadership-focused programming, and provided infrastructure that goes far beyond sport. In the process, it has positioned basketball as both a developmental tool and an economic engine across the continent.

Following the success of its inaugural continental festival in 2023, the Giants of Africa Festival returns to Kigali from July 26 to August 2, 2025, for a weeklong celebration of basketball, culture, entrepreneurship, and opportunity. Performances by Uncle Waffles, MTV VMA-winning choreographer Sherrie Silver, and Rwandan artist Kevin Kade will kick off a week dedicated to sport, creativity, and emerging African leaders. With 320 young athletes, 2,000 local youth, and over 20,000 spectators expected, the festival is more than a celebration, it’s a blueprint for how sport can transform communities.

In a world increasingly defined by individualism and speed, sport remains one of the rare forces that compels people to pause, gather, and share in moments that transcend borders and generations. For Ujiri, this is the ultimate power of the game: not just to entertain, but to unite, to inspire, and to build. His vision isn’t just about developing players, it’s about developing people, economies, and a new African narrative grounded in ownership, access, and purpose.

In an interview with Forbes.com, Ujiri discussed his mission to build a borderless Africa through sport, highlighting its economic potential, the launch of Zaria Court, and the importance of empowering women and youth. He also emphasised the role of continuity in sustainable development to ensure lasting impact.

Giants of Africa’s vision of a borderless Africa

At the heart of Giants of Africa is a powerful belief: Africa’s potential is not limited by borders; rather, its strength lies in unity, community, and the youth. This vision drives the Giants of Africa Festival 2025, which is more than just a tournament; it’s a continental gathering. When young athletes from 20 African countries arrive in Kigali this July, they will come not just as representatives of their nations but as part of a shared future rooted in curiosity, identity, and ambition.

“We wanted to create something that brings everybody together,” says Masai Ujiri. “To celebrate youth, culture, education, entertainment, and leadership, all in one event.”

The concept is simple yet transformative: bring young people together to meet, collaborate, compete, and learn from one another. This human connection will serve as the foundation for long-term unity. Ujiri describes it as “a narrative of a borderless Africa,” a narrative being intentionally crafted.

“These kids need to see each other, feel each other, and spend time together,” he explains. “That’s how leadership is built, from proximity and understanding.”

Through a week-long itinerary of camps, forums, and shared experiences, The festival will equip youth with the tools to not only dream but also to lead collaboratively and purposefully. Bringing the vision of a borderless Africa into motion.

The Infrastructure Driving Africa’s Sports Future

Across Africa, sport is experiencing a quiet revolution, one that focuses on systems rather than scoreboards. Masai Ujiri has long advocated for the idea that sport can drive economic growth. Increasingly, he is joined by others in recognising the potential of this perspective. The momentum around football, led in part by CAF President Dr. Patrice Motsepe, demonstrates what is possible when sporting events are treated as serious economic opportunities.

“It’s very important that we view sports in that broader context,” Ujiri emphasises. “We must see sports as a business, because fundamentally, that’s what it is.”

Ujiri’s work with Giants of Africa exemplifies this approach. Their court-building initiative has successfully constructed 37 courts across 11 countries, with the goal of establishing one in every African nation. These courts serve not just as sports venues; they act as community anchors. Built with local labour and resources, the courts function as hubs for peace and economic mobility.

“Sports bring people together. It creates community,” Ujiri explains. “That’s what we’re trying to multiply across the continent.”

The 2023 Giants of Africa Festival in Kigali generated over $1.5 million for Rwanda’s economy while also creating more than 50 paid internships for local youth. This event was more than just a celebration; it was a model for how sports infrastructure can drive economic growth.

Ujiri’s passion for building community through sport stems from his own experiences on the courts in Zaria, Northern Nigeria, where he learned valuable life lessons about mentorship and camaraderie. “If you’re given the opportunity to play this game at a certain level, and you have good people around you, sport can create peace,” Ujiri reflects.

Now, Ujiri is committed to giving back by creating opportunities for the next generation. His mission is straightforward: “We need more courts,” he says. “More youth need places to play and dream, where they are not drawn into negative influences.”

Ujiri envisions these courts as public squares, spaces where communities can come together to build trust and social cohesion. However, the goal is not solely to construct physical spaces; it’s also about creating ecosystems that connect sport with local economies and broader cultural engagement.

The Launch Of Zaria Court In Kigali’s Sports City

One example of this is Ujiri’s Zaria Court, which is set to open during the 2025 Giants of Africa Festival. Located in Kigali Sports City, Zaria Court will combine sports with retail, dining, and leisure, featuring basketball courts, a gym, an 80-room boutique hotel, and a five-a-side football pitch. This development aims to be a year-round cultural and economic hub.

“Zaria Court represents the ecosystem of sports and what it can achieve for us,” Ujiri explains. The impact extends beyond the realm of sport itself. Zaria Court is designed to stimulate local economies, creating jobs not only in sports but also in surrounding sectors, from retail to hospitality. Ujiri highlights the potential for modernising underutilised spaces, such as old stadiums and unused real estate, transforming them into vibrant community hubs.

“Every country has these old stadiums and unused properties,” he says. “We need to modernise them and give youth a reason to engage.”

By investing in spaces for young people to train, work, and thrive, Zaria Court becomes a powerful statement. It is not just a venue; it symbolises the power of sport to create community, connection, and hope. When young people enter these spaces, they begin to see themselves as architects of their own futures.

Empowering Women and Youth: The Giants of Africa Vision

Giants of Africa is dedicated to empowering women and girls, which is a fundamental principle of the organisation’s mission. From building basketball courts to offering leadership programs, young women are central to everything they do. This initiative goes beyond inclusion; it aims to create a future where women are fully seen, heard, and actively involved in shaping the sports landscape in Africa.

“We believe in Giants of Africa, from our hiring practices to the participants in our camps, and the direction of our programs,” explains Ujiri. “We are committed to empowering young girls because this will inspire them to believe in themselves, dream big, and pursue those dreams.”

Women at the Forefront of Giants of Africa

“Women are in the forefront of what we do,” Ujiri continues. Across the continent, young girls often face barriers like limited access to sports, low visibility, and a lack of support. However, Giants of Africa is changing that. The organisation has created opportunities for young women in places like Somalia, Kenya, and Lagos, giving the young women in those areas an opportunity to imagine themselves as part of the game.

“They’re incredibly smart, incredibly athletic,” Ujiri says. “Some just need a platform, a little direction, and mentorship to discover their true potential and the path they want to take.”

By providing not just a place to play but also a launchpad for personal and professional growth, Giants of Africa is fostering a more equitable sports ecosystem. This vision is one where young women do not wait for their turn but actively contribute to shaping Africa’s future, a future where gender does not limit opportunity. In this vision, ambition, preparation, and community support take centre stage.

Flagship Initiatives: The International Youth Day Forum

As part of its vision, Giants of Africa will host the International Youth Day Forum, a flagship event during the Giants of Africa Festival. This forum will bring together over 2,000 young Rwandans and athletes from 20 African countries to explore themes of leadership, education, entrepreneurship, and resilience.

The forum provides young people with the opportunity to hear from influential figures who have overcome adversity and achieved success. It emphasises the importance of mentorship, focus, and perseverance. Ujiri poses the question: “How do we teach these kids to overcome adversity? How do we teach them what true mentorship is and the meaning of focus?” He believes that hearing from individuals who have faced struggles while still achieving their dreams is precisely what these youth need.

The International Youth Day Forum is in partnership with The Ministry of Youth and Arts, ALX and the Imbuto Foundation, led by Rwanda’s First Lady, H.E. Mrs. Jeannette Kagame. The forum will amplify the voices of young people, celebrate their achievements, and equip them with the resources necessary for success. This partnership also includes Umuganda Day, a national community service initiative that promotes shared responsibility and collective growth.

Reclaiming African Talent: Building a Future at Home

For too long, Africa’s top sporting talent was acknowledged only after reaching international stages. However, Giants of Africa is changing that narrative by investing in local development and demonstrating that excellence can be recognised without needing to travel abroad.

The Giants of Africa Festival is held in Africa not for convenience, but out of conviction. “We’ve hosted this festival in Kigali a couple of times,” says Masai Ujiri. “We want to showcase the support we receive, not just from President Paul Kagame, but also from how sports are represented through facilities.”

This initiative is more than just a one-time event; it is part of a long-term strategy aimed at inspiring systemic support from governments, private investors, and institutions. “It’s about encouraging both governments and the private sector across the continent,” Ujiri explains. The festival aims to create an ecosystem that provides African youth with ongoing opportunities to train, compete, and grow, thus eliminating the need to relocate for success. “We are intentional in what we do,” Ujiri emphasises. “The ecosystem we’re building is continuous.”

This shift is part of a broader movement, reflected in the NBA’s support for the Basketball Africa League and NBA Africa. Ujiri believes that the future of African sport lies not only in developing talent but also in nurturing it within the continent, ensuring it flourishes at home.

A Legacy in Motion: Investing in People, Powering a Continent

Giants of Africa began 20 years ago with a simple yet powerful vision: to use sport as a catalyst for transformation. What started as a dream has now blossomed into a dynamic legacy, marked by court builds, leadership camps, international forums, and a continent-wide festival that celebrates the boundless potential of African youth. But for Masai Ujiri, the journey is far from over. “This is a true investment in youth, community, and Africa’s future,” he says. “And it’s paying off, 100%.”

At the heart of this investment is an unwavering belief in the talent and ambition that Africa holds. Ujiri emphasises, “The potential is limitless with the kind of talent we have. We must continue to invest in this youth.”

Whether they make it to the NBA, launch businesses, or lead in their communities, Giants of Africa seeks to harness sport as a foundation for growth, identity, and values. “The key takeaway is resilience,” Ujiri notes. “We encourage these youth to dream big, and they do.”

Masai Ujiri’s work with Giants of Africa is a masterclass in how sport, when paired with vision and infrastructure, becomes a catalyst for lasting impact. In communities too often overlooked, he’s helped create spaces where young people can dream, connect, and thrive, not just as athletes, but as leaders and change makers. In a fast-paced world where division often dominates the headlines, sport offers a pause: a chance to unite, to celebrate, and to build something that outlives the final whistle. As Kigali prepares to host the 2025 Festival, Giants of Africa is not just staging an event, it’s cultivating a legacy. And in doing so, Ujiri is reminding the world that the most powerful game being played isn’t just on the court, it’s in the hearts and futures of the people brought together by it.