Oklahoma City professional basketball player Steven Adams of the Oklahoma City Thunder is partnering with the Oklahoma Beef Council, which represents 50,000 Oklahoma farming and ranching families.

The digital campaign showcases Adams as a late-night

infomercial host who teaches eager students his most-treasured secrets: how to prepare a perfect steak, how to grill a steak, and, of course, when it’s time, how to smash that steak.

While the Steven Adams Academy of Smashing Steaks is a fictional program, proceeds from very-real merchandise sold at YouSmashSteaks.com are directed to Food for Kids Program of Oklahoma and the Sports Pathway Trust of New Zealand.

This campaign follows the inaugural Smashing Steaks campaign, which also championed Oklahoma¹s farmers and ranchers by harnessing Adams’ love of beef, the role beef plays in fueling a pro basketball player’s active lifestyle, and honoring his roots in agriculture.

Adams said, “ If you¹re not smashing steaks, you¹re making missteaks” 

“We are thrilled to continue our partnership with Steven Adams. We were in awe watching Oklahoma pro basketball fans – and pro basketball fans across the country – embrace our inaugural Smashing Steaks campaign and believe The Steven Adams Academy of Smashing Steaks is a natural follow up,” said Heather Buckmaster, executive director of the Oklahoma Beef Council.

“We know through our monthly beef steak delivery as part of the Steven¹s Steak of the Month Club, beef is one of his favorite foods, which allows this partnership to share how beef fuels his play and inspires strength through the essential nutrients it provides such as protein, zinc, iron and B-complex vitamins.”