What’s Ja Morant cooking now? And no, it’s not the opposition this time. While the NBA world waits for Morant’s return to the court, the Memphis star just dropped a surprise move off it, by announcing the launch of his own media company, Catch12. And in typical Ja fashion, the timing is anything but subtle.

Just as the noise around suspensions, fines, and viral memes hums in the background, Morant is pivoting boldly. And it isn’t just die project for Morant; through this venture, he aims to spotlight original content, cultural storytelling, and community-driven narratives. That’s more than just headlines. It’s deeply rooted in the idea of creating cultural narratives that matter.

 The media company is a family-backed initiative, echoing the tight-knit support system that’s always been at the heart of Morant’s identity. It’s a return to storytelling rooted in authenticity and impact, not just filters and fame. Think less flash, more depth. And for Morant, that’s likely the point.

Because what people forget? It’s that Ja Morant doesn’t just go viral, but the man defines virality! From thunderous dunks to meme-able moments, he lives in that highlight space. But Catch12 looks like an attempt to move beyond that. A pivot from the spectacle to the substance. And that pivot? It feels very personal. The branding itself speaks volumes.

Catch12… it demands attention. Their official Instagram bio confirms it. “We just don’t tell stories. We create impact.” And these exact signs show that Morant isn’t just another athlete trying out the media. He’s trying to shape it. Mold it. Use it to carve out a place in the cultural landscape that isn’t reactionary, but, well, intentional. And yet, this is Ja Morant. So, of course, it doesn’t stop there.

Ja Morant leans into the “Ja Wick” persona

Just when you thought he’d gone full mogul mode, Morant flips the dial to full-blown myth-making. Alongside his Catch12 announcement, he updated his profile photo on Instagram and Twitter to feature… You guessed it—”Ja Wick.” The same meme-turned-moniker that sparked endless discourse online is now being embraced by Morant himself. Man sure knows marketing gold when he sees one! And if you’re new here, let’s go back to 2023.

Because the “Ja Wick” name first came up during Morant’s controversial months in 2023, when social media ran wild with comparisons to fictional assassin John Wick. Morant, known for his on-court fire and off-court shenanigans, became a living meme. But now? He’s owning it. Even to the extent of legally changing his name to the infamous nickname next season! It’s absurd. It’s brilliant. And it’s pure Ja. Ever since Ja Morant burst onto the NBA scene, he has consistently managed to stay in the limelight through his on and off-court antics.

In 2023 alone, he twice got suspended by the league—first for eight games after flashing a gun during an Instagram Live from a Colorado nightclub, then slapped with a 25‑game ban after another gun‑related video emerged. Even this season, finger‑gun celebrations landed him a hefty $75,000 fine and a stern NBA warning. Every signature dunk, every buzzer‑beater, carried a cloud of controversy behind it, making Morant’s new venture with Catch12 more than just a side project. It feels like redemption. And reinvention.

In the world of image control, most players run from the jokes. Morant’s turning them into equity. By leaning into the meme, he’s showing that while yes, he’s aware of the noise… he’s also orchestrating it. Where this all leads is anyone’s guess. But Ja Morant is taking control of his narrative. Not with apologies or with excuses. But with action. And if Catch12 really is the vehicle to deliver the story of who Ja is becoming, then buckle up. Because whatever chapter comes next, it’s going to be unapologetically his!