The concept comes from the idea that the premature process of an artist or anyone pursuing their dreams has its own set of obstacles and road blocks. In addition, there is an irony coming from the game of basketball where it's all tough love in the paint. This is where the nitty gritty takes place and where blood, sweat and tears originate from. Whether you get support or "no love", it is all part of the game. Every piece of content represents boldness and inspiration. The brand focusses on promoting the culture of dedication and fearlessness.