It’s now about the kids for Seth Berger. After building, then, selling And1- the athletic shoe and gear company- Berger has returned to Westtown School outside Philadelphia as basketball coach.  

As he tells the Philadelphia Enquirer (Seth Berger, from And1 to Westtown), “It is absolutely a total, total fantasy.” Berger understands the school’s mission and values and, as one of his players tells it, he lives for easy shots as opposed to the high flying style of And1′s marketing.

Berger doesn’t shy away from his NBA resources and experiences. He seems to have made a complete transition now loving and inhabiting his new role: “…I’m just a sneaker head like anybody else. Today, I’ll wear Adidas at practice.” (Philladelphia Enquirer)