Cole Hock

Co-Founder @upnorthmg & @enjoybball. Working across talent management, content, and ventures.

[Cole Hock @UpNorthCole]

Honored to have been selected for @forbesunder30.
I couldn’t be happier to have achieved it with my brother @codyhock.

Looking forward to the rest of the ride @upnorthmg 🚀

[Cole Hock @UpNorthCole]

@IceInstincts @EnjoyBBall @KOT4Q Looking into this. DM me.

[ENJ🏀Y @EnjoyBBall]

Enjoy Basketball and @TheNBPA announced a new strategic content partnership focused on bringing fans closer to the players’ perspective through original content, live events, and more!

[NBA @NBA]

The NBA and @EnjoyBBall invite you to ENJOY the NBA! 🏀

Beginning with an alternate stream of Pistons/Hornets hosted by Enjoy Basketball, this Friday, April 10, the partnership culminates with a three-episode trivia series welcoming fans to test their hoops knowledge with Kenny Beecham, Pierre Andresen, Mike Heard and Darrick Miller, debuting April 16 on NBA TV and the NBA App.

[Awful Announcing @awfulannouncing]

Kenny Beecham, Enjoy Basketball brand partnering with ‘NBA on NBC’ https://t.co/40cfLxBABu

[Mikai Bruce @KaiFrenchFry]

I spoke with two of the co-founders of @EnjoyBBall @UpNorthCole @Cody_Hock about their new partnership with NBC Sports ahead of the NBA's return to NBC, and how their co-founder @KOT4Q is leading the charge in this new era of NBA media for @Forbes
https://t.co/sg5CGBFzJ7

[ENJ🏀Y @EnjoyBBall]

Monday 10/20. Our next chapter begins on NBC 🦚

@EnjoyBBall 🤝 @NBAonNBC

[Cole Hock @UpNorthCole]

@robbiebent1 Massive!! Let's go. Congrats Robbie.

[ENJ🏀Y @EnjoyBBall]

Live now @ https://t.co/zz91Ldjtt8

[Cole Hock @UpNorthCole]

@bryce_8987 @13eechamFR DM me.

[ENJ🏀Y @EnjoyBBall]

Joakim Noah in the Enjoy x Bulls hoodie 🔥

From NBA legends to everyday Enjoyers - we love seeing you in Enjoy.

Drop your pics with #EnjoyInTheWild

[ENJ🏀Y @EnjoyBBall]

Saw this today 🙌

S/o the Enjoy community ♥️

[Pietra | AI for Ecomm Brands @shoppietra]

AI + @UpNorthCole = a winning brand playbook 🧠📈

From copyrighting to social listening, here’s how @EnjoyBBall is using AI to drive massive engagement.

Watch the convo from our #NYCTechWeek event 👇

[Cole Hock @UpNorthCole]

Speaking on a panel this Thursday 6/5 for Tech Week by a16z - talking AI + eComm with @therealRoShow @shoppietra @ Shopify SoHo. If you’re in NYC, pull up 👀

[Pietra | AI for Ecomm Brands @shoppietra]

💥 Announcing our @Techweek_ in partnership with @a16z and @Shopify! 💥

Q: Can you build a 1-person, $100M e-commerce company? 🦾🦾🦾

A: Join us next Thursday, June 5th, from 6-8pm ET for New York City's top AI x e-commerce event to get the answer.

[Cole Hock @UpNorthCole]

Our Hometown Pride Capsule, celebrating 4 iconic teams. Next week @EnjoyBBall 🏀

[ENJ🏀Y @EnjoyBBall]

NYK. CHI. TOR. LAL
The hoodies of The Hometown Pride capsule, celebrating the teams that shaped us.

[Cole Hock @UpNorthCole]

Enjoy to the league. See you next week.🍎☀️🍁💨

[ENJ🏀Y @EnjoyBBall]

The Enjoy Hometown Pride capsule, celebrating four iconic NBA franchises. Coming soon

[Cole Hock @UpNorthCole]

Been fun to watch @backbone continue to grow and level up over the last few years. Congrats @maneetks!

[Maneet Khaira @maneetks]

9,347 part iterations, 32 research studies, and 1,167 days later, I’m proud to introduce Backbone Pro.
The last gaming product you’ll ever need.

What's the future of gaming? For 3 years, we’ve obsessed over this question, and built a team from Apple, Meta, and Google.

Our answer: A single game controller and app that works across phones, tablets, laptops, smart TVs, Meta Quest, Vision Pro. All without a console. Any game, on any screen, anywhere.

Why now?

Music and TV moved to streaming, and gaming is next. Last week, LG announced that you can stream Xbox games on all their new TVs without a console. You can now play games on every screen.

Soon, gamers will identify more with controllers than with consoles. After all, you’ll need something to control all those screens.

400 million game controllers exist in the world today. But they were all made primarily for use with a single console. Nobody has changed this in 15+ years. Backbone Pro is more than just a controller. It’s the next gaming platform, built to make gaming accessible to everyone.

Play whatever, wherever. No complex setup. One device instead of five.

How it works:

Building great devices is hard. Microsoft spent $100M designing the Xbox One controller. Backbone Pro is the smallest, most comfortable handheld gaming device ever made.

Much like the Switch 2, it offers two ways to play: Handheld Mode, where your phone is physically connected via USB-C for low latency and no charging required; and Wireless Mode, connecting via Bluetooth for gaming from a distance.

It pairs instantly with tablets, laptops, VR headsets, & smart TVs. Backbone's FlowState Technology lets you switch between them like AirPods. No pairing menus. Just tap and play.

Combined with the Backbone app - your universal hub for mobile, cloud, console, and retro games - you can play everything from Xbox, App Store, Steam, & Netflix games all in one place.

What we’ve accomplished so far:
1. Partnered with PlayStation, Xbox, & Kojima
2. Sold in Apple Stores, Best Buy, Target, Walmart
3. Hit top 5 in our App Store category last holiday
4. Featured in Apple’s iPhone 16 keynote
5. Raised $40M from Index & Adjacent (backed Discord, Roblox)

If you've read this far, I want to thank you with a gift 👇

At 21, as a Google intern, I made a viral slide deck about gaming being the most underrated opportunity in the next 10 years and emailed it to the top vice presidents. 15% of the company read it. That deck turned into Backbone.

Since then, over the last 5+ years, I’ve been lucky to learn directly from the best:

CEOs from companies like Discord, Oura, and Notion.
The minds behind AirPods, Oculus, and Xbox.
Creators like MrBeast, Preston, and Zoe Unlimited.

They shared the stuff no one talks about publicly - the real secrets behind iconic consumer products.

I put all those lessons into one private doc: How to build world-class consumer products

Retweet this & comment “Backbone” and I’ll send you the Google Drive link for free.

[Cole Hock @UpNorthCole]

@maneetks Backbone

[Cole Hock @UpNorthCole]

@eriktorenberg Congrats Erik!!

[Cody Hock @Cody_Hock]

.@tbpn is just The Pat McAfee Show for nerds. Will be huge.

[ENJ🏀Y @EnjoyBBall]

👀