Basketball games, Music Awards shows, Hip-Hop videos, playgrounds and schoolyards, political events, street corners, church, birthday parties, holidays, weddings, funerals, video games, EVERYWHERE and ANYWHERE. Wherever there is life, there is Dap.

In 1999, a school project graduated into a seven year research effort which spawned the evolution of Dap, a gesture that signifies giving props, recognition, and respect. The end result was a full scale grass roots campaign for building a real and legitimate brand.

Thousands upon thousands of people were involved in this undertaking. The goal was to create something of substance, something timeless with a solid foundation. There was no rush (when it takes 7 years there obviously is no rush!!) It needed to be done right. The development of every small detail was analyzed by thousands of people. The process had strategies designed to include as much participation from as many people as possible. There were focus groups in high schools, visits to some of the most well-known street basketball temples around, and corner interviews with subjects of all ages.

What is Dap? Thousands of videos and essays, blogs and text messages, emails and instant messages answered that question. The initial responses showed Dap to be a fist bump, a lean-in with a shoulder tap, a head nod, a finger point, and other “physical” techniques. Over a period of time the real meanings behind a Dap surfaced. All the abstract properties that make up the components of Dap started to pour in. Dap is a philosophy of inclusion, opening up one’s personal circle, networking relationships. Dap is giving credit to another and embracing that accomplishment. Dap is an understanding that a branch of loyalty is being extended, a spirit of integrity exchanged. Dap is an approach taken, a commitment begun.

Dap is a movement. The Circle is Open... You In ?