Daniel Lubetzky launched
Build or Break with us.
A day later it was national news.
The new podcast from KIND founder Daniel Lubetzky launched September 3. Our community went through the episodes, found the moments that would travel — Chris Paul on the Clippers sending him home among them — and put them on the pages whose audiences already cared.
ESPN, USA Today, NBC Sports and five more credited the podcast by name — and the links went to our posts, not the show’s. No pitch, no press release.
reach across X and Instagram on the Chris Paul story. Our posts carried 98% of all measured short-form viewership of the moment.
Our community found it.
Build or Break launched with three episodes. Our creator community worked through them and surfaced the one moment with real travel in it — Chris Paul describing how the Clippers handled his exit.
Across the campaign, 49 established pages and 63 accounts built for the show have put out 408 posts, and the campaign has passed 5M views. Every clip tagged the podcast, so the reposts compounded into one identifiable source instead of scattering.
On the pages their audience already follows.
The clip went to sports pages with established followings — accounts read by exactly the people who care about a Chris Paul story, including the reporters who cover him. Every post tagged the show, so the story stayed traceable to one origin.
Eight newsrooms picked it up.
Every one credited Build or Break by name — and the links landed on our placements, not the show’s own channel. Sports Illustrated’s link reads “the Build or Break podcast” and resolves to our @LegionHoops post. Yahoo Sports rendered that same post inside its article body.
Reporters cite where they found it. By placing the clip with niche-aligned audiences, we attracted newsrooms and publishers, established relevance immediately, and put Build or Break into the zeitgeist.