The 411 Brand · Since 1992
Welcome to the
411 Brand Ecosystem.
Turning non-school hours into a generation’s greatest opportunity.
Our Story
1992.
Since 1992, The 411 Brand has bridged the gap between successful people and young people striving to succeed in academics, athletics, and the creative arts.
Created by John Thomas in 1992 and rooted in Atlanta since 1993. In the ’90s, 411 put celebrities and leaders in front of young people to share their stories. In 2014, The 411 Brand Foundation became the brand’s nonprofit arm — and more than 30 years later, that same idea drives everything we do.
30+
Years serving Atlanta’s youth
15
Years of afterschool programming
1,000+
Students reached each year
The Ecosystem
Three programs.
One mission.
01
Afterschool & Sports Academy
Sport fundamentals and life lessons at schools across Metro Atlanta.
Full circle. Our fee-for-service afterschool programs help fund Saturday School® in communities where resources are limited.
01 — Afterschool & Sports Academy
The game.
And the lessons that come with it.
Fee-for-service programs for elementary-aged kids at schools across Metro Atlanta — teaching sport fundamentals alongside the life lessons that last. Running for 15 years.
Basketball
Flag Football
Soccer
Lacrosse
Golf Academy
Camp HBCYouth
Camp HBCYouth: flag football and soccer at Morehouse College and Clark Atlanta University.
02 — Saturday School®
Pick two.
Go deep.
Two 10-week semesters a year. Students choose two programs each semester, taught by professionals in their fields. Financial Literacy is required for every student.
Financial Literacy
Film & Drone
Content Creation
Music
Graphic Design
Business Marketing
Basketball
Flag Football
03 — Private Run
Compete.
Then lead.
A private run for men and women — and the community that mentors our youth.
Private Run members bring the same drive they show on the court to our youth development programming, mentoring young people across the ecosystem. Each season opens with a draft. Private Run is by invitation only.
Men’s Run
Compete · Connect · Mentor
Women’s Run
Compete · Connect · Mentor
Impact · As featured in the AJC
Atlanta’s youth.
National attention.
Our Saturday School® mass media students took a cellphone film to Los Angeles, screened it, met industry professionals and launched their own podcast business.
Top 10
Nationwide for “The 411 on Food Fuel” in the Newman’s Own Foundation & Mosaic Film Experience food justice project
$100K
Sony Create Action grant in funding and equipment for social justice storytelling
1,000+
Students reached through Saturday School® and our sports academies
“Everybody who instructs is really intentional.”
Erin Brundage, instructor · The Atlanta Journal-Constitution, August 2025
ATL vs ATL
The Sony-produced documentary on bringing East, South and North Atlanta together through basketball.
The Vision
To build an international platform that turns non-school hours into a generation’s greatest opportunity to learn and lead.
2027
Saturday School® in five Metro Atlanta locations, serving 200+ students.
Next
A 10-city Saturday School® tour that seeds permanent locations across the U.S.
Beyond
Saturday School® goes international.
Home
A flagship Atlanta building that houses the entire 411 Brand ecosystem.
Support over the years
In good company.
The corporate and community partners who have invested in Atlanta’s young people through The 411 Brand.
Corporate
Nike / Jordan Brand
Sony
Coca-Cola
Microsoft
The Athlete’s Foot
Community
City of Atlanta
Atlanta Mayor’s Office
Sage Foundation
Atlanta Public Schools
Cristo Rey Atlanta
NBRPA
Morehouse College
Clark Atlanta University
Newman’s Own Foundation
And many more. Thank you.
Our Founder
John Thomas.
Founder & CEO, The 411 Brand
Across 30+ years of service, John Thomas has built The 411 Brand into a culturally rooted home for youth development and mentorship — for generations to come.
Join Us
Join the ecosystem.
Student Inquiry Form →
Afterschool sports, Saturday School® and camps.
Mentor →
Share your experience and mentor our youth.
Partner & Donate →
Bring Saturday School® to more young people.
The 411 Brand Foundation is a 501(c)(3) nonprofit organization. Donations are tax-deductible to the extent allowed by law.