Kyrie Irving Signs to ANTA as New Chief Creative Officer & Brand Ambassador...
Kyrie Irving just signed a very unique and lucrative deal with Chinese sportswear brand ANTA, after being released by Nike...
Happy New Week,
Anta sports was unknown to me till news broke out about NBA superstar Kyrie Irving signing with the sports brand last week. Kyrie signed to Nike as a rookie in 2011, and was a Nike athlete for 11 years. The deal was abruptly suspended 11 months before expiring after Kyrie posted a link on social media to a book and movie containing antisemitic messaging. As a free agent, Kyrie was covering his Nike logo with tape with messages saying “I am free”.
After being a free agent for some months, Kyrie has decided to sign with Chinese sportswear brand Anta Sports.This deal highlights Kyrie’s international appeal but also a new beginning for Kyrie with a brand that will allow him to articulate himself freely and be as creative as he wants.
Anta and Kyrie are naming this deal as a “business collaboration” as Kyrie is being appointed as the Chief Creative Officer of Anta Basketball. A role that he can continue post basketball. Their business collaboration includes signature product releases and the launch of Anta x Kyrie Youth basketball camps around the world, with starting points in both China and the United States.
“Being appointed as ANTA Basketball’s Chief Creative Officer is more than just a realization of my dreams; in fact, it may be the perfect opportunity for me, an individual who always dreams big and values independent thinking, to leverage my artistic talents to build, create, and unify the culture both on and off court,” Kyrie Irving
The deal with Anta, a leading Chinese sportswear brand, comes as no surprise considering Kyrie's strong connection with China. He has made numerous trips to the country, where he has a dedicated fan base. Kyrie's popularity in China speaks to his global appeal and aligns perfectly with Anta's ambitions to expand its presence beyond its home market.
Kyrie will become one of Anta’s top global endorsers, joining the likes of Klay Thompson and Gordon Hayward as current signature athletes with the brand. Over the past decade, Anta had also signed several NBA endorsers, including Kevin Garnett, Luis Scola, Rajon Rondo, and Chandler Parsons to deals but no player has ever been appointed a role. As a sports marketeer, this is very interesting and exciting, as we are seeing athletes showcase themselves as more than just an athlete. We are seeing the crossover between sports and entrepreneurship more frequently now.
Brand deals with athletes like Kyrie Irving are very lucrative for brands. Kyrie tweeted “ my signature line made the previous brand I was with over 2.6 Billion in revenue the past 7 years,” More than 60 players across the league wore Kyrie’s sneakers in games each year in recent seasons, making his line one of the most-worn sneaker line on court.
This collaboration is a win win for both parties, Anta’s CEO Xu Yang says this colloboration will “create a fusion of Chinese and Western cultures and bring more vitality and creativity for us to continuously push the boundaries and explore the infinite possibilities at the intersection of basketball and culture.” Kyrie is able to create a new signature shoe line that will be available worldwide while still articulating his basketball philosophy and convey his unwavering passion for life and art.
Kyrie is an athlete known for his creativity, he has always been unafraid to challenge the status quo and push boundaries. There is a lot of red tape around Kyrie and some brands may not want to associate themselves with him as he’s a very outspoken individual. It’s great to see brands like Anta, still believing in Kyrie and his brand.
Have a good week!