There’s something about Kansas City that breeds hometown pride and loyalty. It’s a city with deep roots, strong families, and the love of all things local—whether jazz, barbecue, sports, locally crafted items or beloved legends. For the Rush brothers—JaRon, Kareem and Brandon—those roots ran deep enough to take three boys from the inner city to basketball greatness. For those who remember the late ‘90s basketball scene, the Rush name still rings out with a certain reverence. Long before they played on college and NBA courts, JaRon, Kareem, and Brandon Rush were just three kids from the inner city, playing at the Boys & Girls Club gyms, unknowingly paving a way into local sports history. Their mother, working multiple jobs, would drop them off for safety and structure, but it quickly became clear that something special was happening, especially with the oldest, JaRon.
By the time JaRon was ten, he was dominating the court. He soon caught the attention of coaches around the city and met Tom Grant, a local Kansas City business man who sponsored AAU programs and the team that became their launchpad. “Mr. Grant, God rest his soul, was a key reason we got our start,” Kareem recalls. “That’s how we got noticed, and ultimately, how we landed at Pembroke Hill in seventh grade and eighth grade.”
Pembroke Hill, an elite private school, was a world away from their previous school environments. “It was definitely a culture shock,” Kareem says. “We were inner-city kids, so Pembroke was different for us, but our experience in AAU helped. We were used to playing with kids from all backgrounds, so we adjusted quickly. Pembroke was an amazing experience. All of my closest friends are still my Pembroke boys.”
The academic and cultural exposure at Pembroke changed their outlook. “It wasn’t just about basketball,” he adds. “Pembroke let me explore other interests. That shaped me just as much.” But basketball was always the headline. JaRon, the eldest, was a prodigy. Kareem followed closely behind, driven by classic sibling rivalry. “You always want to be better than your big brother,” he laughs. “And then Brandon came along, trying to one-up both of us.” Together, JaRon and Kareem turned Pembroke into a powerhouse. They delivered three state championship titles in a row and filled local gyms with fans who knew they were watching something rare. Scouts and coaches from the most prestigious college basketball programs frequently attended games.
All three brothers eventually took their own collegiate path, carving out unique legacies.
JaRon, the eldest, was one of the most heralded high school prospects in the country and landed at UCLA, where his game was a natural fit for the West Coast. Kareem stayed closer to home, choosing Mizzou over KU after the Jayhawks pulled back on recruiting JaRon—a move that had ripple effects through the Rush family.
“KU had stopped recruiting JaRon, so I told people I’d never go there,” Kareem says. “I probably would have followed him if they had. But when I stayed home and went to Mizzou, it worked out. Quinn Snyder had just taken over, and I felt a real connection.” Kareem was recently inducted into the Mizzouri basketball hall of fame for his impact and contributions to the program.
Brandon, the youngest, eventually broke the KU barrier, playing for the Jayhawks and becoming a key part of their 2008 national championship team. “We didn’t have a rivalry,” Kareem says. “It just made sense for Brandon. And for him to go on and win both an NCAA title and an NBA championship was special.”
The younger brothers made it to the NBA, both 1st round draft picks—Kareem with the Lakers in 2002, where he shared a locker room with Shaq and Kobe (including a Finals run in his second year), and Brandon with the Pacers in 2008 and most notably with the Warriors, where he was part of the Championship team in 2015. “Watching Brandon go on and win at both levels—it felt like a win for all of us.”
For a single Kansas City family, it was a remarkable feat.
Life After the Game
JaRon is now deeply embedded in player development. He’s built a successful training program, Rush Training works with hundreds of kids developing basketball and life skills.
Brandon has dabbled in coaching and training, keeping close to the game that gave so much to their family. Currently coaching his oldest son's basketball team and is an avid golfer.
Kareem, a deeply creative and innovative entrepreneur, took a different route. In 2023, Kareem launched his own bourbon label. What started as Educated Spirits has since rebranded as University Spirits. It’s a business rooted in nostalgia, legacy, and the spirit of college basketball.
University Spirits
“I got pitched an idea to start a spirit brand,” Kareem says. “I’m a bourbon guy, so it made sense. But instead of doing it for just me, I thought: what if we built a brand around college legends? Around the rivalries, the fan bases, the schools we love?”
That idea took off. University Spirits now creates limited-edition bourbon collections tied to specific universities and their most beloved alumni. So far, KU and Mizzou have gotten the treatment. The brand will expand to include other schools, including Kentucky, Louisville, Maryland, Purdue, K-State, Wichita State, UMKC, and SLU. There's also a broader retail rollout coming soon starting with Gomer’s in Kansas City and hopeful placement in other Kansas City retailers like Made in KC.
Kareem isn’t just the face of the brand. He’s the designer, the marketer, the connector. “I’m involved in every part, from the mash bills to the bottle design,” he says. “Even the artwork on the labels—that’s all me.”
Each bottle is designed with thoughtful touches. There are also signature glasses, and even “golden ticket” promotions hidden inside where fans can win a chance to attend games with former college stars. Premium gift boxes under the Giftitude label are available, a new business Kareem co-founded with his partner, Brooke Marsalla.
“The juice is great, we source from big brands like Wild Turkey, Buffalo trace and I loved crafting my own blend. It definitely stacks up with anything out there,” Kareem says. “But what we’re really selling is the connection people have with their school. It’s about those Saturdays on campus, the March Madness runs, the tailgates. Bourbon just gives us a way to bottle that feeling.”
University Spirits is expanding quickly, with plans to launch in major college towns across the country. Each new market opens up a chance to reconnect players with their fan bases and offer a product that feels personal, not just profitable.
Later this year, they’re debuting a mobile bourbon lounge which is a tailgate-ready shipping container that converts into a bar, complete with a rooftop basketball hoop and cocktail station. “We’ll bring it to campuses, games, company events—you name it,” Kareem says. “It’s gonna be a whole vibe.”
Beyond bourbon, phase two of Kareem's business plan includes University Roast, a coffee line created in partnership with Kansas-based PT’s Coffee. Just like the spirits, each roast will feature unique labels tied to different schools and players, with single origin beans for the “legendary” tier.
Five percent of proceeds from University Spirits go toward scholarship funds at participating schools. Kareem still volunteers with the Boys & Girls Club and other youth programs, and finds time to speak to kids about finding purpose after sports.
“I’m proud of my basketball career,” he says. “But I’m even more proud of how I’ve kept building since then—rebranding myself and launching my businesses, and just staying locked in on what really matters.”
Visit universityspirits.com for online ordering, custom gift sets, bourbon accessories, and upcoming releases. Local availability is expanding—starting with Gomer’s in KC. And yes, bottles will be signed.