`STREET' CRED IS GOING MAINSTREAM `STREET BALL,' AND1 MIXTAPE TOUR BRINGS FRESH SPIN TO PICKUP BASKETBALL.

Byline: SEAN CEGLINSKY Staff Writer

The camera crews were in place Thursday night at the Mann's Chinese Theater. The papparrazzi were ready, standing alongside the red carpet, eager to get a snapshot of the next celebrity.

With the commotion, one might have thought Hollywood was playing host to the premiere of the latest big-budget, summertime blockbuster.

In a way, it was.

The celebration was held to announce a new season of ``Street Ball,'' a hip-hop version of the Harlem Globetrotters that is a blend of pickup basketball and caffeine. Lots of caffeine.

In the past few years the sport has gone from inner-city curiosity to mainstream colossus, a $150 million-a-year multi-media industry fueled by a popular series on ESPN, video sales and a cover story in Sports Illustrated.

In addition, the AND1 Street Ball videogame will be released nationwide Tuesday on PlayStation 2 and X-Box, a clear representation of the phenomenon's rise in pop culture.

``The revolution is being televised and people are coming out of the woodwork to see the amazing things these guys can do on the court,'' said Mandy Murphy, spokesperson for AND1, a sneaker and apparel company that is underwriting the sport.

A 25-city AND1 Mixtape Tour kicks off after today's action at the Home Depot Center and will serve as a homecoming for the two newest members under contract; Kenny ``Bad Santa'' Bruner, a Compton Dominguez High graduate and former Georgetown and Fresno State product, and Jerry ``Assassin'' Dupree, who played at USC.

The festivities begin at 3p.m. with an open competition, where just about anyone can go out and participate in a pick-up basketball game. From that group, a select few will receive an invitation to play in the 7 p.m. showcase against team AND1, featuring playground legends, Aaron ``AO'' Owens, Waliyy ``Main Event`` Dixon and Anthony ``Half Man-Half Amazing'' Heyward.

``This is it. This is the life,'' Bruner said. ``This is like the NBA for some of us.

``We're playing for the love of the game.''

AND1 initially struggled to compete with industry giants such as Nike and adidas when it was founded in 1993. But after rapid growth at the grassroots level, the company is flourishing and now endorses several NBA players, including Detroit's Ben Wallace and Denver's Marcus Camby.

But it is its association with Street Ball that put the company on the map. The combination of thrilling on-court moves caught on video and a high-energy soundtrack helped sell the sport.

Before playing alongside Tracy McGrady and Yao Ming for the Houston Rockets, Rafer Alston was a legend on the concrete courts of NewYork in the 1990s and given the nickname ``Skip to My Lou'' for his creative ball-handling, passing and shooting skills. He caught the attention of AND1 representatives, was signed in the summer of 1999 -- becoming the first non-NBA athlete to receive a deal -- and continues to be the face of the brand and the Mix Tape series.

``The people at AND1 gave me first big break,'' Alston said. ``This thing has become bigger than life.''

AND1 always had street credibility, particularly on the East Coast. But it crossed over into mainstream America in September 2002, when ``Street Ball'' debuted on ESPN and was one of the highest-rated programs the cable network ever produced.

Things have continued to grow. In July 2003, featuring the search for the next playground legend, AND1 offered an endorsement contract to the best player on the summer tour.

Grayson Boucher, dubbed ``The Professor'' won the inaugural contest and a year-long deal worth approximately $125,000.

Dennis ``Spyda'' Chism won the next season and T.J. ``The Air Up There'' Fontenette was the winner in 2005. Both received contracts similar to Boucher. Veterans on the circuit can earn anywhere from $500,000 to $750,000 per year.

``I remember being in high school, going to a Foot Action store to check out AND1 Mix Tape, Volume 2 and thinking it was cool. I became a fan right away,'' said Boucher, 21, who graced the cover of Sports Illustrated and was featured in ESPN the Magazine during the past three years.

``When this whole thing started, it was underground. Only the diehard fans knew about it. Things have changed. Big-time. We've adjusted to the cameras and all the notoriety. It's second nature now. AND1 has evolved.''

The summer circuit begins immediately thereafter as the AND1 players will board charter buses and leave for a 12-week tour that ends Aug.25 at Madison Square Garden in New York.

``At first, we were taking baby steps and then we got to a certain point and everything started to happen fast,'' Owens said. ``Things just started poppin' off. It was remarkable. It was overwhelming.''

``It is what it is now. Street ball is our life. This is what we do. It's a fun 24-7, full-time job.''

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CAPTION(S):

2 photos, 2 boxes

Photo:

(1 -- color) The AND1 basketball team includes, from left, T.J. Fontenette, Kenny Bruner and Jerry Dupree at Venice Beach.

Michael Owen Baker/Staff Photographer

(2) The AND1 Mix Tape Players, a group of streetballers, showed up in Hollywood for a premiere of their DVD ``AND1 Mixtape Volume 9: Area Codes.'' The Mixtape Tour kicks off today at the Home Depot Center.

David Sprague/Staff Photographer

Box:

(1) AND1 MIXTAPE TOUR

(2) THE TEAM