Taking a page from the off-the-field playbook of fellow athletes, Steph Curry and LeBron James, Russell Wilson is expanding his brand by launching a production company with wife and singer Ciara, which will tell “inspiring and aspiring narratives and human interest stories” through film, television and digital content projects.

Why Not You Productions will not only serve as a way to help get projects in their purview off the ground, the company will also show Wilson’s “innovative and creative” side, which may be lost on people who solely see him as a football player.

“When people look at me, I hope they don’t just see a football player,” Russell Wilson previously told The Hollywood Reporter. “I hope they see a person who is innovative and creative, someone who builds something from nothing. We want to be able to impact lives. That’s what we want to do at the end of the day — even from the kids space. We just want to tell stories that connect with the world and to the emotions.”

“While we work in different fields in our day-to-day, we are excited to come together to collaborate and create stories that we hope will touch people’s lives,” Wilson and Ciara said in a joint statement. “We are both storytellers at heart and we want to be able to share stories that uplift people and inspire others to create positive change. That’s ultimately what we want this company to represent.”