Black Streak Apparel makes Netflix debut on Rez Ball

Navajo Entrepreneur’s designs shine on the court and on camera

Spears and Navajo Basket inspired designs line the white jersey's of the home basketball team, standing out against the maroon collar and bold marigold numbers. This design is only one of many created by Roddell Denetso, a Navajo entrepreneur,  for Netflix’s upcoming film Rez Ball premiering September 27th on the streaming platform.

Rez Ball is a coming of age film following the Chuska Warriors, a fictional Navajo basketball team, and their journey to a state championship. Inspiration for the film comes from author Michael Powell's 2019 book Canyon Dreams: A Basketball Season on the Navajo Nation. The film, produced by LeBron James, is directed by Sydney Freeland and co-written by Sterlin Harjo. Freeland is known for directing Drunktown's Finest while Harjo is known for his comedy series Reservation Dogs.

Denetso, owner of Black Streak Apparel, is making his Netflix debut as being one of the first Native American owned design companies to make a full set of sports apparel for a movie.

“Once I got the uniforms done, they were just so blown away by it,” he said, adding they immediately asked if he was available for more designs. It went from a home and away set of uniforms for the Chuska Warriors,to Denetso designing shooting shirts for both teams, jersey’s for the competing team, bags, travel gear and cheer uniforms. But it wasn’t until he got on set and saw his clothing being wheeled out for a fitting that it really hit him.

“They push out this cart and it said Black Streak Appeal. I think that was really my moment of ‘wow this is really happening,” he said.

But Denetso isn't new to the basketball scene, he has been a regular name in rez ball since high school where he played for the Ganado Hornets. He then went on to play basketball at Mesa Community College and eventually made his way overseas where he played in France, Amsterdam and Belgium.

Through basketball, Denetso has made life long friends and built his reputation and customer base. He was recommended to Netflix by Brent Cahwee, owner of IndianSports.com because of his original designs and quality products.

“You hear it all the time but you don’t really know or expect it, you never know who's watching or who’s going to see your stuff,” he said. “When I started my business it was so important for me to have it on the reservation and now that I think back to it, I’m so glad I did. I think it would have been totally different if they (the producers) came to see my shop and I was in Farmington or somewhere off the rez.”

Roddell Denetso in his Shiprock shop - photography by Wade Adakai

Bringing the producers to his small shop in Shiprock that he built himself during the pandemic, added to the authenticity that they really are supporting a small Navajo business.

And authenticity is an important aspect to the film, he said, adding that it shows real life issues kids face while growing up on the reservation. For Denetso, it was growing up with an alcoholic parent. His mom would come to a majority of him and his brother’s sporting events drunk or buzzed but despite that struggle, Denetso followed his dream.

“That’s also one of the things I want the kids to know is that hey I went through the same things but that doesn’t have to stop you from dreaming,” he said, adding that they can do and be anything they want, there is no limit to our potential.