Soufiane “Souf” Bernoukh: Humor, Hoops, and Holy Buckets
Tom Frank, Bun B, and Jeffrey Sledge sit down with Soufiane “Souf” Bernoukh — the mind behind Halal Wrist and one of the most original voices in sports entertainment today.
Souf shares how a childhood full of jokes, a late start in basketball, and the hustle of Division III ball shaped his creative path. He unpacks the creation of his signature trick shot, the midnight hotel-shift videos that ignited his rise, and the Ramadan clip that went viral enough for Drake to reach out.
The conversation dives deeper into identity: how Souf navigates stereotypes, represents Muslim culture on a global stage, and uses comedy and craft to build connection. He discusses the growth of the Halal Wrist brand, lessons from running (and pausing) his restaurant, and the launch of the Helal Wrist Foundation — a mission to build courts, uplift communities, and create opportunity worldwide.
With laughs, honesty, and plenty of basketball analogies, this episode explores how faith, culture, creativity, and brand storytelling come together in one of today’s most unique creator journeys.
Tap in — when the prayers go up, the buckets come down. This is Unglossy.
