Shortly after the idea popped into his head, Rubin picked up the phone and called his good friend, rapper Meek Mill – “Meek’s like a brother to me,” Rubin said – to see what he thought. Meek Mill, whose real name is Robert Rihmeek Williams, first told Rubin that he was one of those kids who worried about where his next meal came from, growing up in North Philadelphia. Then, he asked Rubin why he planned to limit the effort to just athletes. “Why wouldn’t you do this with artists like me, or celebrities like Kevin Hart?” Rubin recalled Meek Mill telling him. “So, I said, ‘You’re right. Let’s do this with athletes, celebrities and artists.’ He said, ‘Great. I’m in.’ ”