Larry Fitzgerald Announces New Media Venture Focused on Athlete Storytelling
October 26, 2023 (Phoenix, AZ) — Former Arizona Cardinals wide receiver and Hall of Famer Larry Fitzgerald announced the launch of his new independent media company, "Fit Media," on Wednesday morning, shifting his professional focus from the football field to the production of long-form documentary content centered on athlete narratives.
According to an official press release, the venture aims to produce a series of unscripted documentaries and digital series that chronicle the personal journeys, challenges, and triumphs of professional athletes beyond their public personas. Fitzgerald will serve as the executive producer and creative director.
The announcement included the news that the first project under the new banner will be a multi-part docuseries following two up-and-coming college quarterbacks through their final season. The production is scheduled to commence in January 2024, with distribution partners yet to be confirmed.
Fitzgerald, who retired from the NFL in 2020 after a storied 17-season career with the Cardinals, stated in the release that his goal is to provide a platform for athletes to tell their own stories with authenticity and depth. The initiative represents a formalization of his long-standing interest in sports media and production, following his previous work as a special contributor for various networks.
The launch date for the new company's first release has not yet been set.