Metta Sandiford-Artest, formerly known as Metta World Peace, has entered the world of venture capital by launching his own VC firm.

The former Los Angeles Lakers player expanded his focus to the VC sector after retiring from the NBA in 2017 after 17 seasons in the league. According to Sportico, Sandiford-Artest pursued a deeper understanding of private equity and finance by enrolling in digital analytics courses and working toward a master’s degree at the University of California, Los Angeles (UCLA).

“I told people that I didn’t want my face to add value,” Artest told Sportico. “I wanted that to be my word and my (mind). That took a long time. There’s just so much that goes into that, especially how people perceive you. You’ll go into a meeting (before) and they’re just waiting to talk basketball.”

In December 2024, Artest launched Tru Skye Ventures — in partnership with former Boost Mobile CEO Stephen Stokols. The collaboration builds on their existing business relationship, which was established through shared investment projects. The plan for the fund is to raise $100 million by first-quarter 2025.

“We’re taking it from angel investing and individual investing like we’ve done historically into more institutional,” Stokols explained, according to Sportico. “We can write bigger checks and follow along with these companies and add more formal value.”

Tru Skye Ventures will center sports tech, digital media, and health and wellness, and it has already made its first investment in Barcode, founded by Mubarak “Bar” Malik, a former performance director of several NBA teams. The Black-owned brand specializes in plant-based performance beverages. The specific investment amount has not been disclosed.

“It’s a full circle story,” he told Sportico. “Health and wellness are always going to win.”

Tru Skye Ventures intends to support startups through capital, product development, distribution, brand partnerships, and growth marketing. Already it has onboarded former pro athletes, entertainers, former politicians, and family offices as limited partners. The company will also be working with SEAL officer and early-stage investor Tarey Gettys, who will be tasked with managing operations.

“Metta has a ridiculous network,” Stokols said. “Not just in the athlete community.”