So far, this trend seems to be heavily sourced out of the roster of the Portland Trailblazers, which recently saw Damian Lillard break the news that USA Today's Sam Amick was leaving that organization for a position with the Athletic.
Sources: @sam_amick leaving USA Today for a national job at The Athletic ... 🤷🏽♂️
Of course, NBA players have been making the move into producing their own media for a while now, but it's mostly been focused on podcasts and the occasional posts we see on The Player's Tribune.
While it's still gimmicky for now, I do think there's plenty of room at the table for more player-produced content - these guys have a perspective no one else in the league can match. Hopefully ET phones home with a column to match he and Dame's Twitter bombs some time this season - I know I'd read it.