ANTA, the Chinese sports brand under ANTA Sports, has inked a new partnership deal with eight-time All-Star Kyrie Irving.
According to NBA insider Shams Charania, this is a 5-year deal.
The two parties will embark on a new business collaboration, aiming to create a brand-new signature product line for Irving.
Per the ANTA’s announcement, “Kyrie Irving will not only actively serve as ANTA Basketball’s Chief Creative Officer, but he will also seek to recruit basketball players, independent brands, influential figures in pop culture, artists, musicians, pioneers in environmentalism, trailblazers in humanitarianism and designers to also collaborate with him to create additional product lines under Kyrie’s signature line. Through these collaborations and in collaboration with Anta, Kyrie will strive to collectively shape and introduce new vision, innovation and creativity in signature sportswear category,” said ANTA.
Kyrie Irving’s signature basketball and lifestyle footwear will be revealed in early 2024, along with a full range of products.
Moreover, ANTA announced that they will be launching the ‘ANTA x KYRIE Youth Basketball Training Camps’ in both China and the United States. These camps will work together to support and promote the growth of basketball and its culture among young players.
“I’m incredibly excited about this collaboration. The first step in becoming partners is to share the same dreams, goals, and missions. ANTA’s rapid development over the years, openness to creativity, willingness to embrace family and teamwork, expertise in areas like product innovation and manufacturing processes have left a remarkable impression on not just me, but also my A11Even team who will work side by side with me in creating something truly generationally special,” remarked Kyrie Irving when addressing the partnership.
“It is our genuine love for basketball that brought Kyrie and ANTA together, a love that transcends age, gender, race and backgrounds,” said Xu Yang, CEO of ANTA, when discussing the partnership. “We believe this collaboration 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. ANTA will also play a pivotal role in helping Kyrie Irving articulate his basketball philosophy and convey his unwavering passion for life and art through the products. Together, we will continue to advance our efforts in supporting the development and promotion of basketball and its culture, never ceasing our passion and love for the game of basketball.”
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