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Second Self Beer Co. Announces Partnership with BigHoops, an Atlanta-based Premier Basketball Experience

Second Self Beer Co. Announces Partnership with BigHoops, an Atlanta-based Premier Basketball Experience

Second Self Beer Co. in Atlanta, Georgia has announced a partnership with BigHoops, a premier basketball experience in Atlanta. Full details are below.

ATLANTA – Second Self Beer Co. – the Atlanta craft beverage incubator behind beers like Thai Wheat and Game Night IPA, and brands like Rudi’s Hard Seltzer and CBD-infused sparkling water Cirrus – announces an exciting new partnership with BigHoops, an Atlanta-based premier basketball experience set to arrive in Atlanta this August.

After identifying a hole in the marketplace for an entertainment option for recreational basketball, BigHoops Founder and Georgia Tech alum Paul Brown conceptualized BigHoops in 2019 with the goal of broadening exposure to the sport and making it enjoyable for all skill-levels. Inspired by the industry’s food and beverage-fueled entertainment venue phenomenon, the local startup created a tech-enabled, full-sized basketball goal with the unique ability to adjust hoop sizes, distances and angles based on each user’s specific skill level. The custom goal can move side to side and back to front with two different hoop sizes that in turn produce shots that everyone can play, not just seasoned athletes. The hoop moves actively during the game and arrives complete with TV screens splashed with rotating graphics and comedic banter based on performance, providing one of the first ever basketball centric, tech-infused recreational experiences fully catered to adults. While the new venture’s Second Self location will serve as an expo location, BigHoops plans to expand into larger locations with courts, event space and upscale food and beverage in the near future.

BigHoop’s expo location will make its official debut with a grand opening event on Saturday, August 6 from 1-9pm. Guests, visitors, sports enthusiasts and beer-lovers are all invited to test out the prototype game for free, all while imbibing with the perfect Second Self beer pairing (we suggest the Game Night IPA!).

Second Self Co-founder Jason Santamaria, who first met Brown during their time attending Georgia Tech, is excited to reconnect with this unique partnership. “Basketball and beer – this is a match made in heaven, and a great addition to our Game Night Thursdays,” said Santamaria. “We love supporting other local businesses and can’t wait for everyone to come check out BigHoops.”

BigHoops founder Paul is excited to partner with Second Self. “The Second Self brand is a perfect fit for us. They foster innovation in their beer brewing and are willing to take risks to demonstrate creativity and possibilities for their customers. Their family and pet-friendly tasting room feels like home for the launch of our brand and the partnership.”  


Second Self's Cofounders Jason Santamaria and Chris Doyle released their highly acclaimed beers to the public in fall 2014, and since then the brewery has expanded twice, with increases in production capabilities and growth into markets across Georgia, Alabama, South Carolina and Puerto Rico. Second Self's beers are all 100% vegan and brewed with fresh ingredients like blue ginger, lemongrass, lime and fresh guava (never dried ingredients or extracts), and their team has been inspired by a variety of beer styles, yielding their popular Thai Wheat, A.T.aLe, Game Night IPA and more. Their Westside brewery, located at 1317 Logan Circle NW, Atlanta, GA, is open to the public for tastings on Wednesday through Sunday, and event info can be found here. Second Self has been nationally recognized by The Wall Street Journal, Food & Wine, DRAFT Magazine, Beer Advocate, Fortune, Paste Magazine and many more.


The BigHoops concept started in 2018 when Paul Brown first visited Topgolf and was inspired by the unique gamification of the traditional sport. He set out to create a parallel for basketball, and patenting and garage builds quickly ensued. Paul’s brother, Daniel Brown, joined in 2020 as Co-founder and CTO to round out the technology side. The partnership with Second Self will serve as a springboard for public exposure needed to introduce the concept to the world. Paul maintains that, “Basketball is a popular sport to watch but participation drops off drastically in adulthood. Our tech-infused machine throws the traditional hurdles and pain of skill development out the window and allows all users to get back into the game and HAVE SOME FUN in a paced and low pressure environment!”