Josh Sangalang Puts His Vision Into Motion
3.5 Minute read
By Andrea Aruino
September 2023 marks the beginning of Josh Sangalang’s journey at UPBasketball as a Digital Content intern. Sangalang now serves as one of two dedicated Photographers and Videographers, capturing all gym activity and documenting the players who come in and out the front doors. His hunger to create art behind the camera is what has led him to endless opportunities including photographing for singer Thuy, 49ers quarterback Brock Purdy, and NBA All-Star Weekend events.
Sangalang recently attended the 2026 All-Star Weekend with Shoe Palace, where he was able to photograph names like Shoreline Mafia, Tokeisha, and Peso Pluma, along with a handful of influencers. The event was held as a weekend gathering that brought together music, fashion, and basketball culture under one roof. This experience surrounded him with artists who understand the power of image and presence, pushing him to elevate his creativity in fast paced environments and it was an unforgettable experience that expanded both his vision and his network.
After nearly three years with UPBasketball, Sangalang represents the brand with confidence and a deep understanding of its identity as it continues to evolve. He joined UPBasketball during the early stages of building its online presence, allowing him to see what works and what does not has been crucial to building a brand that encapsulates all of its values. Now across TikTok and Instagram, his work has gained an audience of over 38,000 followers.
“The biggest challenge when I first started was understanding how to properly communicate the UPB brand to the world. All I knew is that I wanted every single post to have a purpose, whether that be pushing us into the algorithm, highlighting certain players or coaches, and more. I think the alignment of UPB’s values compared to who I am as a person lined up almost perfectly and that made figuring everything out along the way extremely easy,” Sangalang said.
Building the brand also means working closely with Chief Training Officer, Coach Packie Turner, who has given Sangalang the opportunity to photograph players including 2025 NBA Champion Jalen Williams, 2023 NBA Champion Christian Braun, two time WNBA Champion Kelsey Plum. Being around high-level basketball players has shown him the pace required to generate content that has the power to gain the attention of athletes and fans who are looking for a gym to call home.
Sangalang also chanels that same drive into building his own creative venture he calls Josh Studios. Building a brand for himself has connected him to his current mentor, Geno Ramos, who has been a photographer for over ten years. Working with Ramos has shown Sangalang what is possible when one commits to watering their passions everyday. Since working with Ramos, he has found himself on sets with brands like Shoe Palace, Architectural Digest, Sago Studio, and more.
“I look up to him a lot just because he pretty much decided to take me under his wing from the moment we met. He’s worked with a lot of notable names and that makes it super polarizing for me because I started with UPB focusing on sports while my other projects now are more corporate and event style photography. It gets us creative, pretty much turning nothing into something,” Sangalang said. “I get to do what I love everyday and I’m blessed to do that at UPB and with Geno”
Although Sangalang already has a handful of moments to be proud of, he does not see himself taking a break anytime soon. As he looks toward the future, UPBasketball remains at the forefront of his goals as a brand he is committed to growing and leading. While his passion for photography initially drew him to the team, it’s the staff and close knit community he has come to love that now fuels his desire to remain part of the family for years to come. On top of that, he aims to build Josh Studios into a hub that fosters creativity and community. Make sure to check out his work and stay tuned on @TheJoshStudios and @UPBtraining’s Instagram page!
