200 million at stake, and he bets on a family startup: Ja Morant’s crazy gamble

The Grizzlies point guard turns his back on traditional agents to entrust his interests to a structure built around him.

A deliberate break from the traditional agent model

Ja Morant does nothing like everyone else. At 26, the Memphis Grizzlies star has decided to do without a certified agent. He wants to manage the off-court aspects of his career himself. This choice marks a desire for refocus and control. It comes after a turbulent year marked by suspensions and criticism of his behavior.

In June, Morant ended his collaboration with Lift Sports Management, Mike Miller’s agency. He had joined them a year earlier. Before that, he worked with Jim Tanner, his agent since his NBA debut. Two changes in two years: Morant is clearly looking for another path.

Unlike other stars who manage alone or simply change agencies, he wants a hybrid model. Closer, more personalized. He therefore created ILOC, a family startup.

Reports surfaced that Ja Morant will no longer have an agent negotiate on his behalf with NBA contracts.

Is this a smart move and how does his decision impact his future with the Grizzlies? @SainAsylum and @buckets_BCM discuss.

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— Bluff City Media Grizzlies (@bcmGrizzlies) September 27, 2025

ILOC, a custom structure serving Ja Morant

Behind ILOC – short for « Internal Locus of Control » – lies a strong idea. Morant wants to control his image, partnerships, and public trajectory. He is the first client of this structure. But above all, he is at its center.

ILOC doesn’t handle his NBA contracts, as no member is a certified agent. However, the startup manages his partnerships, notably with Nike.

The structure was founded by Kevin Helms, a close associate of Morant. Former head of security for the Grizzlies, he understands well the daily challenges of the NBA. Alongside Kevin are Jamie, Ja’s mother, and Phil, his uncle. The latter handles day-to-day management. A small team, made up of close relatives, for customized support.

« We’re not reinventing the wheel, » explains Kevin Helms. « But we want to adapt it for players like Ja, who want to learn how to pilot their career. »

Thanks to his guaranteed contract until 2028 – nearly 200 million dollars already signed – Morant can afford to experiment. This turn could well inspire other NBA players seeking independence.