Norman Powell speaks to kids at a clinic for his Understand the Grind Foundation.
Norman Powell is a busy man. If he’s not sweating in the gym and pouring out jump shots by the dozen, there’s a good chance he’s making phone calls to brighten someone’s holiday.
Powell, averaging a career-high 24.6 points per game for the Miami Heat this year, also finds himself occupied as the point person for his Understand the Grind Foundation, which is active in his hometown of San Diego.
The foundation — with the help of charitable donations and support from local food providers — distributed 500 turkeys to families in need this Thanksgiving, and it’s gearing up for a Christmas gift drive on Dec. 18. Powell, of course, will be otherwise occupied; the Heat are scheduled to play the Nets in Brooklyn that day, but his foundation is left in the hands of his mother, Sharon Powell, sisters Margaret Powell-Smart and Joniece Benjamin and a handful of lifelong friends from his hometown.
That’s fitting, he says, because his foundation is very family-oriented, and his mother is his inspiration in all of his charitable endeavors.
“She was a big advocate in giving back to the community, helping the next family, somebody else in need,” Powell said. “Watching her as a kid rubbed off on me. And I always thought that if I made it to the NBA, I’d never forgot where I came from and I’d always try to give back and help the next generation go after their own dreams.”
Next week’s Christmas event, Powell says, has been an annual event for about eight years. His mom, receives referrals from the community, coaches and teachers about families in need, and then Understand the Grind gets them a gift card or a shopping experience where they can choose gifts for their family.
Norman Powell’s foundation provided turkeys to 500 San Diego families for Thanksgiving.
Powell, a 2nd-round pick in the 2015 NBA Draft out of UCLA, broke into the league with the Toronto Raptors and won an NBA championship in 2019. He’s been a vital member of playoff teams with the Portland Trail Blazers and the LA Clippers.
He’s now in his first season with the Heat, and he’s leading the team in both scoring and 3-point shots made (3.1) per game.
His personal motivational mantra and motto — Understand the Grind — originated in conversation with his childhood friends about why so few players make it to the NBA out of southeast San Diego.
“One of my friends said, ‘A lot of the people don’t understand the grind and what it takes to be successful and the choices you have to make.’ ” Powell said. “That kind of stuck with us, and we used it as a tool whenever we were going through something tough, some obstacles or challenges. We leaned on it like it was all part of the process, all part of the grind of what we’re going through to get where we wanted to be.”
Over the years, Understand the Grind became more than just a philosophy.
It became a lifestyle brand.
Powell started making shirts during his rookie season in Toronto, and soon thereafter it developed into a whole clothing line.
Later, it blossomed into his charitable foundation, which now offers year-round mentorship, educational support and an annual youth basketball camp, and this year Powell also launched the Grind Media Group.
There’s a message, he says, encoded in it all that transcends sports, and it applies to people in just about every stage of their lives and careers.
“Everybody has their own grind. Everybody’s trying to be successful in some type of field, and everybody has to put the work in,” Powell said. “Obviously, there are some people more fortunate than others, but for the majority of people, you’ve got to work from the bottom up in whatever field you’ve chosen. You have to sacrifice and out-work the next person, and you have to be ready for your opportunity and step into it with confidence knowing you’ve put the work in to get where you are.”
Powell’s UTG Scholars Program starts with student athletes at a young age, and it introduces them to successful people in the community in a number of careers. It allows them to job-shadow, and when they get closer to college, Powell’s student-athletes have an opportunity to earn scholarships, sponsorships and other forms of assistance.
“That could be helping with supplies for their dorms, putting money on their books or even helping them move in,” he says. “My mom has driven up to different colleges that kids have gotten scholarships to and helped them set up. We help them see outside of the community they’re in that they can be successful and go out of their normal way of life.”
Sharon Powell (seated), Norman Powell’s mom, is his inspiration for philanthropy.
Powell’s philanthropy has also extended outside the country.
Last summer, the veteran began to get in touch with his roots on his dad’s side (Norman Powell Sr.), and he wanted to play for the Jamaican National Team as it attempts to qualify for the 2028 Olympic Games.
The island nation was struck by Category 5 Hurricane Melissa back in October, and so Powell found himself the captain of Jamaica’s National Team as the island faces a dire need for reconstruction. Powell made a $100,000 donation to Jamaica from his own foundation, and he also led a clothing and canned goods drive through Understand the Grind.
Powell’s foundation is currently readying another relief shipment for the people of Jamaica, and people who want to contribute can reach out to the Understand the Grind Foundation at its official website.
“I’m not a person that just talks about helping and being a part. I’m somebody who really commits,” he said. “Not only is the country of Jamaica going through a tough time with the hurricane, but I’m checking in on the families of my teammates and making sure they’re all good. I’m doing whatever I can to help provide some type of relief.”