Dallas Mavericks point guard Kyrie Irving has just made a groundbreaking announcement, revealing his exciting long-term partnership with ANTA in the world of footwear. Irving expressed his enthusiasm about this collaboration, emphasizing the importance of shared dreams, goals, and missions between partners. ANTA's rapid development, commitment to creativity, and expertise in areas like product innovation and manufacturing have made a lasting impression on Irving and his A11Even team, who are eager to create something truly special together.
This new business collaboration will see Irving taking on the role of Chief Creative Officer of ANTA Basketball. Beyond signature product releases, the partnership aims to launch ANTA x KYRIE Youth Basketball Camps across the globe, starting in both China and the United States. Irving is set to debut in the brand's Shock Wave 5 sneaker during the upcoming NBA season, with his first signature collection slated for release in the first quarter of 2024. ANTA describes this partnership as "more than a shoe deal," emphasizing the array of signature collections designed to enhance performance, inspire athletes of all levels, and promote inclusivity within basketball culture.
After parting ways with Nike in November, Irving finished the past NBA season wearing signature shoes from his time with the brand. He frequently added his personal touch by placing tape over the Swoosh logo and leaving handwritten messages. Behind the scenes, Irving engaged in negotiations to secure a new signature shoe deal, fueling anticipation among his 19.2 million Instagram followers, where he ranks as the 4th most followed NBA player. ANTA stood out as the most aggressive company, recognizing the potential of Irving's successful shoe sales and his aspirational playing style that resonates with basketball enthusiasts. ANTA believes that a signature partnership with Irving could drive significant sales across its expansive network of over 9,000 physical retail stores in Asia. As part of this collaboration, Irving joins ANTA's roster of top global endorsers, including Klay Thompson and Gordon Hayward. Over the past decade, ANTA has established partnerships with several NBA athletes, such as Kevin Garnett, Luis Scola, Rajon Rondo, and Chandler Parsons.
Irving's new role as Chief Creative Officer of ANTA Basketball goes beyond his personal involvement. He aims to recruit basketball players, independent brands, influential figures in pop culture, artists, musicians, environmentalists, humanitarians, and designers to collaborate and create additional product lines under his signature collection. Through these collaborations and alongside ANTA, Irving seeks to shape and introduce new vision, innovation, and creativity within the signature sportswear category. At just 31 years old, Irving embarks on a long-term deal with ANTA, expected to extend throughout his playing career and beyond. With 22 signature sneakers during his time with Nike, Irving's signature series has generated significant revenue, estimated to exceed $375 million annually, according to industry sources. He recently shared on Twitter that his entire tenure at Nike brought in over $2.6 billion in revenue.
Irving's sneakers have been highly popular among NBA players and consumers due to their performance-focused features, including targeted fit, low-to-the-ground court feel, excellent grip, and strategic zonal cushioning. ANTA's design executives, Robbie Fuller and Duane Lawrence, renowned for their work on the KT and GH signature lines for Thompson and Hayward respectively, will contribute their expertise to Irving's signature product line. ANTA's extensive global resources will enable them to craft and manufacture Irving's signature collection, making it available worldwide. The company's headquarters and design offices in Xiamen, a thriving seaport city, are complemented by their primary manufacturing factory located a short distance away. ANTA's NBA endorsers benefit from a dedicated player sample prototyping room, allowing designers to swiftly create PE sneakers and samples, streamlining the design process.
This partnership marks an exciting chapter for Irving as one of the industry's leading sneaker endorsers. His global partnership with ANTA is poised to continue his success, as he aims to dominate the competitive shoe market while receiving widespread support from fans around the world. Kyrie Irving's partnership with ANTA goes beyond basketball; it represents a fusion of Chinese and Western cultures, injecting vitality and creativity into the intersection of basketball and culture. The collaboration will further support the development and promotion of basketball, continually fueling the passion and love for the sport and its culture. For more on all the latest news pertaining to the culture and to stay up to date with the latest sneaker news and releases, connect with us on Instagram and Twitter.
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