A Long Island Kid’s Hoop Dream Becomes a Classic Theme

Back in 1993, Jesse Itzler, a recent college graduate and dedicated Knicks fan, had this idea—write theme songs for his beloved team.

“I grew up as a Knicks fan, and I’ve always admired their toughness,” the 56-year-old New Yorker reflects on the team’s heyday, filled with icons like Patrick Ewing and Charles Oakley hanging on the walls of many a sports enthusiast’s room.

He recalls, “The thought was to create songs to energize the fans during timeouts.” Itzler noticed the growing energy around Knicks games when the Knicks City Dancers made their debut in the NBA.

This former rapper, who went by Jesse Jaymes in the early ’90s, knew this was a once-in-a-lifetime opportunity. He had married Spanx founder Sara Blakely, and his life was on a thrilling path.

“So many people say, ‘That was my ‘90s soundtrack.’ It’s amazing how it has endured for over three decades.”

Jesse Itzler

He started crafting lyrics for the now-iconic anthem “Go New York” in the small 300-square-foot walk-up closet he shared with a roommate.

With a cassette ready, he managed to secure a meeting with the individuals at the top, including then-President Dave Checchi and executive Ernie Grunfeld. A brief demonstration of the song convinced them.

After making a few adjustments, it was primed just in time for that year’s All-Star Game. That’s how “Go New York” came to life. It wasn’t a huge payday—$4,000—but Itzler mentioned, “Honestly, I would have paid $10,000 just to get the chance.”

“In those first few games, people were a bit confused,” he recalls, laughing about how the old electronics giant was being advertised through towels to compete with the Wizards.

With contributions from artists like Q-Tip and Mobb Deep, the 75-second anthem was revised annually in its early years, gradually resonating with fans.

When it became a fixture on New York radio, Itzler knew he’d struck gold.

At just 23, he was ecstatic to score “two bleacher seats” and simply wanted to be part of the electric atmosphere in the arena.

Fast forward over three decades, and now he buys his courtside season tickets, having no special preference or celebrity privileges. Itzler reflects, “I would have done anything to have that experience.”

“Since then, my life has taken a wild turn,” said the entrepreneur and bestselling author. “There have been major achievements, but that was the pivotal moment.”

Yet, through the ups and downs of building five companies, his unwavering support for the Knicks remains constant.

Writing that song remains a highlight for him. Besides getting married and welcoming his four children, it stands as “One of the Three Greatest Moments of My Life.”

“That was my soundtrack in the ’90s,” he said with obvious pride. “The return on investment isn’t just about the $4,000. It’s about my connection to the team.”

He emphasized how the anthem’s popularity is driven entirely by fans. “There’s no advertisement, no label. It’s been all about the supporters.”

Even today, hearing it mentioned in everyday conversations still astounds him, and he finds joy in its unifying effect on New York’s basketball scene.

“The Knicks serve as a massive link for the city. They unite people across neighborhoods, backgrounds, and beliefs,” Itzler mused. “And the song is part of that—it’s just incredible.”

His “big thrill” happens when he hears the anthem being sung outside various venues.

“Sure, it’s fantastic when fans belt it out in the arena, but when it happens on the streets, it’s a surreal experience,” he noted.

Although he’s part of the Atlanta Hawks organization now, sharing family life with Blakely and their kids, the love for the Knicks hasn’t faded.

He’s not one for predictions, but he’s excited about their prospects this season.

“A true sports fan sticks with their team through thick and thin,” Itzler remarked, drawing parallels between the current squad and the tough spirit that marked the ’90s. “They’re gritty underdogs, just like those players back then. I really admire Jalen Brunson and Karl-Anthony Towns.”

Looking forward to the Eastern Conference Finals, he aims to take his kids to experience where it all started. “They need to feel everything about that arena.”

“For me, the big deal is sharing this with my kids, reliving that era,” he acknowledged.

“Since day one, I have been with the Knicks, so I would have done anything just to write that song. It’s surreal that it’s been relevant for over 30 years.”