Las Vegas, May 5, 2025 — BooRay!, the emerging force in gaming and lifestyle branding, announced today the appointment of J. Alexander Martin, Co-Founder of FUBU and Founder of the FUBU Network & Studios, to lead its growing Fashion and Media divisions. In his new role, Martin will oversee a dynamic portfolio of initiatives designed to build BooRay! into a premium global brand that transcends the brick and mortar casino, iGaming and table.
Martin will spearhead the launch of a luxury fashion label inspired by BooRay!’s cultural roots and contemporary appeal, while cementing collaborations in apparel and footwear to supersede the P448 x BooRay! Capsule. A signature fragrance, BooRay! Extrait De Parfum, and top-shelf cocktails for on-premise consumption to be premium bottled and packaged as BooRay! RTDs for off-premise distribution are also in development alongside plans for exclusive luxury watch collaborations, further establishing BooRay! as a lifestyle brand at the intersection of fashion, spirits and gaming.
In the media space, Martin will guide the production of the Celebrity BooRay! Game, hosted by The BooRay! King, bringing together celebrities and cultural icons to celebrate competition and community. Additionally, a BooRay! documentary series is currently in the works, timed to build momentum alongside the release of Netflix’s Untold: Shooting Guards (Starring Gilbert Arenas and Javaris Crittenton) premiering on May 6th. BooRay! is also preparing to launch an original music compilation produced by two-time Grammy Award-winner Errol “E-Poppi” McCalla Jr., with distribution through Empire Distribution, bridging the world of gaming and music.
Errol “E-Poppi” McCalla Jr. said, “We’re not making music–we’re building a vibe, a world where fashion, culture, and competition collide. BooRay! is the future of lifestyle branding, and I’m honored to help shape the soundtrack for that movement.”
Kahari “The BooRay! King” Nash said, “After developing the global gambling product with SCCG Management and Team BooRay! Partners, it was time to bring the lifestyle brand out with that signature vibe; so that’s why we called on E-Poppi and the FUBU Guru.”
J. Alexander Martin said, “I’m honored and energized to join BooRay! at such a pivotal time in its journey. I’m grateful to Kahari “The BooRay King” Nash, Errol “E-Poppi” McCalla Jr. and the entire BooRay! team for trusting me with this vision. The next chapter starts now—and trust me, it’s going to be legendary.”
J. Alexander Martin’s appointment represents a pivotal step forward for BooRay! as it continues to blend gaming, fashion, media, and entertainment into a singular cultural movement.
About BooRay!
BooRay! is a modern lifestyle and gaming brand blending cultural authenticity, celebrity influence, and entertainment innovation. With roots in the iconic card game and a bold vision for global expansion, BooRay! is reshaping the future of gaming culture.
