The man behind Devin In The Lab — a basketball trainer and creator whose brand began with a college class project called TEN000HOURS.
Devin Williams graduated from the Academy of Art University in San Francisco in 2012. It was there, in a college "Day In The Life" class project, that TEN000HOURS was born.
The project went viral — and the name stuck. What started as a class assignment became the brand: a philosophy built on the idea that mastery comes from ten thousand hours of deliberate work.
Today, Devin is based in Los Angeles, CA, where he trains athletes, builds products, and documents the grind as Devin In The Lab — known to his Instagram followers as Devin "Kakashi" Williams.
Everything Devin builds comes back to one idea: put in the work, consistently, until it becomes second nature.
Showing up every day is the foundation. The lab never closes.
Every rep, every drill, every product — built with intention.
Millions of followers, one shared grind. Built together.
From a class project to a global brand — the work compounds.
Devin has partnered with some of the biggest names in basketball and beyond.
League partnership
Brand partnership
Brand partnership
Gaming partnership
Brand partnership
League partnership
Retail partnership
Signature shoe collab
Watch the work in real time across YouTube, Instagram, TikTok and X.
