How Barrio 94 is Making Basketball Trendy Again in Colombia

What is basketball like in Colombia? Picture this: a neighborhood court, eight teams, nearly 200 spectators, live DJ music, and food stands. This vibrant scene has become a reality thanks to Barrio 94, a Medellin-based organization that champions basketball culture in Colombia’s popular neighborhoods through street games and tournaments. Established in 2022, the organization quickly achieved success through social media and garnered support from Medellin’s public institutions, as well as major Colombian entertainment figures like Maluma and J Balvin’s official DJ, DJ Pope.

ColombiaOne interviewed the founders of Barrio 94, Juan David Gomez and Tomas Orego, two childhood friends passionate about basketball who have played the sport since their teenage years, with ambitions to bring the movement beyond the borders of Colombia.

Barrio 94, Basketball, and Colombia

Barrio 94 became famous for its street basketball games. But what is Barrio 94? How did it originate?

Barrio 94 was initially created as a clothing brand but has quickly evolved into the current platform, featuring videos that display plays, tournaments, and neighborhood talents. We uploaded our first video on June 6, 2022, and things quickly took off from there.

The very name Barrio 94 represents who we are. ‘Barrio’ (neighborhood), because we aim to reach neighborhoods worldwide, showcasing the culture of basketball and the talents from neighborhoods across the globe. The ’94’ refers to age categories in basketball and our shared year of birth, 1994.

Our goal is to generate opportunities for players who are part of our network. Previously, private companies were not keen on investing in basketball; it was done either for philanthropy or as a hobby. Today, it’s different, and we aim to be the bridge that connects investors, private companies, and the world of basketball. In terms of opportunities, they are plentiful. For example, one of our players was contacted to be a model.

How does Barrio 94 work? What are your activities?

As a company, we have three main lines of operation. First is social media. We manage Instagram and Facebook, where we post content and information about events; TikTok, where we show snippets of matches and plays that could go viral; and YouTube, where we upload vlogs.

Next, we have the ‘Barrio Tour’, which is the most iconic aspect of Barrio 94. We organize competitions in the neighborhoods of Medellin as well as all across the Antioquia Department. We have also organized events in other parts of the country, such as Bogota and Cali, and this month we will be reaching the Coffee Region and Cucuta. Finally, there is the clothing brand, the original project, which we are planning to launch soon.

It is important to mention that Barrio 94 is completely run by us. We create all the content ourselves. We do everything from recording and editing to publishing and organizing events.

When foreigners think of team sports in Colombia, they immediately think of football. Is the culture of basketball something new in Colombia?

Colombia is traditionally a football country, that’s true. However, 30 years ago in Medellin, basketball was a much more popular sport. There were tournaments and plenty of local talent. It’s hard to say why, but the level of play declined, and as there was no broadcasting channel or media coverage for basketball, the sport lost visibility.

How do you explain this renewed interest in basketball?

Today, Medellin is characterized by being a very active city in terms of sports and physical activity; it’s a prominent feature. It is something unique in Colombia; in terms of public investment in sports, the city is years ahead of other major cities. In every neighborhood, there is a court, and the higher you go, the more there are. For example, one of our partners, the Medellin Sports and Recreation Institute (INDER), has done a great job. They offer free classes in all sports, for the whole city, for all ages. To give you an idea, there are classes for ultimate frisbee and rugby.

What has been the impact of Barrio 94 on the local basketball scene?

We introduced a concept and a format that had never been seen here before: 4 vs 4, half-court, with street rules. We exclude no one; children, women and really anyone who wants to can come and play.

Here in Medellin, basketball used to be very segmented. The guys from the North would play against those from the North, and those from Sabaneta with those from Sabaneta. Barrio 94 has managed to unite all these talents and raise the level of basketball in the city. The arrival of Venezuelans also helped a lot, as the level of basketball in Venezuela is much higher than here in Colombia. They have greatly developed the local level, evolving from a game of long shots to a more physical, competitive basketball.

What is your vision for Barrio 94?

What we do, we aim to accomplish on a global scale, meaning reaching every neighborhood in the world. We already have connections with local basketball clubs here in Colombia because they appreciate our work. That’s what we want: to create global connections to showcase talents from neighborhoods all over the world. We aim to be a global reference point. We already have many followers in Mexico and Argentina, countries with a strong culture of basketball and street basketball, and many friends from the US, so that would be a good way to start.

Most importantly, Barrio 94 is about more than just basketball. At all our events, for example, there are local entrepreneurs from the sector who come to work and sell, and DJs playing music, so the whole ecosystem benefits. The goal is that basketball isn’t the only attraction but that there are plenty of things to do around it. Creating a community with a sense of belonging is also our objective through this brand. We want to set a trend in fashion, starting in Medellin, which will then spread through Colombia and Latin America. And, well, Medellin is trendy now, so there we go.

A day with Barrio 94