NFL star Odell Beckham Jr. has always been known for his electrifying presence on and off the field, and this Super Bowl weekend, he took things to the next level.
The wide receiver officially launched his new platform, FRI&NDS, with a pre-Super Bowl celebration in his hometown of New Orleans.
FRI&NDS (pronounced “And Friends”) is a movement dedicated to uplifting undiscovered creatives through culture, content, and live experiences. Beckham Jr. describes it as a philosophy he lives by; success is about how many people you bring with you, rather than reaching the top alone.
“It’s not about getting to the top of the mountain, it’s about how many people you bring with you,” Beckham Jr. told PEOPLE at the event. “And for me, I just want everyone to shine. I want everyone to eat. I want everyone to be great.”
The FRI&NDS launch event in New Orleans was a high-energy blend of sports, music, and cultural appreciation, celebrating the city that shaped Beckham Jr. as both an athlete and a creative force.
Held at Merchant House New Orleans, the FRI&NDS launch attracted an all-star lineup of athletes, entertainers, and cultural tastemakers.
The night featured performances by local New Orleans musicians, as well as major acts like Chance The Rapper and Shaboozey. Attendees included Jon Hamm, Saweetie, NFL legend Reggie Bush, Green Bay Packers QB Jordan Love, San Francisco 49ers star Deebo Samuel, newly named NFL Honors Offensive Rookie of the Year Jayden Daniels, Grammy-winning artist Leon Bridges, Fanatics CEO Michael Rubin and his wife Camille Fishel.
For Beckham Jr., launching FRI&NDS was a natural evolution of his personality and passions.
“I love to have a good time. I’ve always been semi-the life of the party, whether I wanted to or not,” he told PEOPLE. But beyond entertainment, Beckham Jr. is focused on creating unique, meaningful experiences.
“The world is getting repetitious. We do the same things over and over again,” he explained. “So to be able to put on good events for good people, it’s just amazing.”
The timing and location for FRI&NDS’ launch couldn’t have been more fitting.
“I just felt like it was the perfect opportunity,” Beckham Jr. said of introducing his platform in New Orleans, the city where he grew up and played college football at LSU.
We look forward to seeing more of FRI&NDS’ executions.
Photo Credit: Instagram – @AndFriends
