ALUMNI SPOTLIGHT: BRANDON ADAMS
Brandon coaching for New Heights in 2012 (left), and posing for a photo at our 19th annual MADNESS event in 2023 (right).
For many young student-athletes in New York City today, the name “New Heights” conjures up images of opportunity, development, and a supportive community that extends far beyond the basketball court. Brandon Adams, a proud alumnus of the program, embodies this spirit entirely. His journey through New Heights laid a foundation not only for his athletic pursuits, but his professional endeavors and his deep-rooted commitment to giving back as well.
Brandon's introduction to New Heights came at a pivotal time. As the organization was beginning to transition from the “Warriors” to the New Heights name the world knows now, Brandon was simply a high school basketball player seeking greater exposure and a chance to elevate his game. After a coach of his, who knew New Heights founder Nick Blatchford, recommended the program to him, that’s exactly what he found. "I recognized it was an opportunity to play at a national level, [which was] something I hadn’t done before," Brandon recalls. He went on to try out and make the team.
But he quickly learned New Heights offered more than just an opportunity to play high-level basketball. He was immediately struck by the holistic approach that was taken, which went beyond drills and games to incorporate elements like yoga and lifestyle maintenance, preparing student-athletes for success both on and off the court. “[It was more than other programs were doing where they’re just] rolling the balls out,” he shared. For Brandon, who was also preparing for a possible transition to boarding school, this comprehensive approach was invaluable.
Brandon posing for a group photo in 2013 with friends he made at New Heights, including Emerging Leaders Council Co-Chair Petiri Reed (second from right).
Brandon’s experience during his time at New Heights was transformative. The national schedule provided unparalleled exposure, pitting him against future stars and offering a firsthand look at the business side of basketball.
"I was playing with kids who would go on to be future All-Americans, collegiate champions, future pros, NBA players. I also realized there’s an entire economy around sports,” he noted. “It exposed me to the business of basketball, [because] you’re traveling all over the place and you see these huge tournament setups, you have all these college coaches, recruiters, and then all the sponsors and sneaker companies. It really opened my eyes to the opportunities that were out there, because I always knew I wanted to be around the game as long as possible. So it exposed me to those opportunities [that weren’t] just playing or coaching.”
Beyond the court, New Heights instilled crucial life lessons that continue to resonate with him today – the importance of rigorous training, effective time management, professional conduct, and the ability to connect with people of various backgrounds. This last point is particularly evident in his strong ties with the New Heights alumni network, which he describes as uniquely supportive. Unlike other programs that often lose touch with their student-athletes after graduation, New Heights maintains a constant connection, offering opportunities like summer jobs, internships, and even coaching and staff roles.
Brandon coaching a team for New Heights in 2014.
“I think that’s one thing that really separates New Heights from any other program,“ Brandon emphasizes, highlighting the genuine care and support that defines the New Heights community. "I played with other programs, coached at other programs, supported other programs, and in my experience even if they have a lot of highly-talented players, once they sign their commitment the program is like ‘alright, we got you out the door, we’re moving on to the next crop of kids’ and that’s it. At New Heights it’s completely different, and it’s been that way since day one. Even when you’re in [college, New Heights] is still checking in on you, asking ‘How can we support? How can we help?’ During the summers they gave me an opportunity to work at Summer Academy to help build my resumé out a bit, then later as a program coordinator. They really support their network. And just having people that really take that interest in you and that initiative, [to the point where] they’ll ask you ‘so what’s next for you?’ and how they can support, it really motivates you. It means a lot.”
After describing how his old New Heights coaches would still attend his college games, Brandon also spoke to how life has been as an alum. “[The alumni] network supports one another as well. It’s really what makes New Heights so unique,” he shared. “It’s almost like a boarding school or college - if you’re part of that network, people really look out for one another. Even today, if I see someone with a New Heights backpack or hoodie or something like that, even if they’re way younger than me, I’m always asking them how it’s going and if they need anything. It’s really just that camaraderie. There are so many stories of people who have gotten jobs just through people within the [New Heights] network. It’s a wonderful thing."
Today, Brandon's journey has taken an exciting turn. After exploring roles in sports and experiential marketing, including a stint as a marketing manager at Modell's and work with creative agency Game Seven on events for basketball industry giants like Nike and Jordan, he is now deeply involved in his family's legacy: Lloyd's Carrot Cake.
Founded in 1986 by his father Lloyd, whose own professional basketball aspirations were cut short by injury, the bakery has become a beloved spot in New York City. With both of his parents having passed away, Brandon is now at the helm, steering the company into a new chapter with an upcoming move to a larger space on Lexington Avenue. This expansion will allow them to bake more of their famed carrot cake (which has received praise from many, including Oprah Winfrey), explore coffee and other pastries, and continue the tradition of deliciousness and determination that his parents built.
Brandon and his son dropping off some of Lloyd’s Carrot Cake’s delicious treats at New Heights’ 2024 Senior Night.
And yet despite his responsibilities with Lloyd's Carrot Cake, Brandon remains a constant presence at New Heights, consistently volunteering his time, money, and resources. He says his commitment stems from a deep sense of gratitude for the profound impact New Heights had on his life and career, recounting how, during his senior year, when recruitment wasn't going as planned, New Heights stepped in.
“New Heights has done so much for me throughout my life, throughout my career,” Brandon shared when asked about why he feels it’s important to give back, emphasizing the unwavering support he received. “I wasn’t getting recruited the [way I thought I would], and some schools were telling me to take a post-grad year, but I didn’t want to. New Heights gave me an opportunity. It was Adam Berkowitz (New Heights COO) who was there making calls to college coaches, taking meetings, [advocating for me] to receive a scholarship. Anytime I needed anything, the phones were always on. If I needed a job, if I needed a reference, anything. And they still are. So that’s number one—I have to pay it back.”
For Brandon, giving back is not just an obligation, but a heartfelt desire to pay it forward, ensuring that current and future New Heights student-athletes receive the same invaluable support he did. He finds particular joy in watching the young student-athletes he once coached, such as New Heights Emerging Leaders Council Co-Chair, Petiri Reed, grow and develop. “There’s a whole new generation of kids, a whole new generation of Brandon Adams’, coming down the line that need that same support, you know? And to watch these kids grow up from 10, 11 years old is such a blessing, and it’s really a testament to what New Heights is capable of, and what they’re capable of providing to the community. So I’m always going to…support any way that I can because of what New Heights has done for me.”
Brandon’s advice to current New Heights student-athletes is simple, yet powerful. "Work as hard as you can. The time goes quick. And ask questions – closed mouths don’t get fed, and the squeaky wheel gets the oil. Ask for time, ask for help – the support is there. So it’s on you to reach out and access it."
We look forward to celebrating the successful launch of Lloyd’s Carrot Cake’s new location with Brandon in the coming weeks, as well as continuing to support all of our alumni and current student-athletes in their endeavors, wherever they may take them.