Kyrie Irving has found a new home for his sneaker endorsement deal. According to a report by Shams Charania of The Athletic, the Mavericks’ guard has signed a lucrative five-year endorsement deal with Chinese sportswear brand ANTA. The deal also includes a unique role for Irving as the Chief Creative Officer at the company.
Industry sources revealed that Irving’s management company, A11Even, successfully negotiated the deal, which promises to be both lucrative and full of opportunities. The new partnership will not only see Irving donning ANTA’s signature footwear, but it will also empower him to recruit and sign players and collaborators.
Additionally, Irving will play a pivotal role in bringing manufacturing to the United States, thereby aiding ANTA’s expansion into the American market.
Irving himself expressed his excitement about this partnership, emphasizing its significance beyond a mere shoe deal. Through a heartfelt tweet, he shared his purpose to make a difference and welcomed ANTA into his A11Even TRIBE while joining the Anta FAMILY.
“It’s an honor to welcome them into my A11Even TRIBE as they have welcomed me into the Anta FAMILY,” he tweeted. “As Chief Creative Officer, I will push our teams domestically and internationally to unite like minded Trailblazers who have the vision to create and build their craft to transcend the footwear/Apparel industry for generations to come.
“This is truly a full circle moment that I will not take for granted nor under appreciate given the many obstacles it took to get here. This Partnership is for all of those who want to change the world. Join me on the journey. This is #Biggerthanashoedeal”
This announcement comes after Irving’s previous endorsement deal with Nike came to an end. In December 2022, it was revealed that Irving had parted ways with Nike after the athletic apparel giant suspended its relationship with the Nets star. Known for his popular signature shoes, Irving became a sneaker free agent.
Irving’s management company, A11Even, played a significant role in negotiating the deal with ANTA. The details of the endorsement deal and Irving’s new responsibilities as Chief Creative Officer are yet to be disclosed.
