Dallas Mavericks’ Kyrie Irving has officially inked a five-year endorsement agreement with ANTA, a renowned Chinese sportswear brand. Additionally, he assumes the coveted role of Chief Creative Officer at the company. This lucrative deal is estimated to be valued at $11 million annually, positioning it as one of the most lucrative sneaker partnerships in the NBA.
In addition to the financial benefits, Irving’s new shoe deal grants him the authority to recruit and collaborate with players and other individuals. Moreover, it paves the way for ANTA to initiate its manufacturing process in the United States, thereby facilitating full-scale distribution within the country.
Irving had maintained an affiliation with Nike ever since his NBA debut in 2011. However, their partnership concluded in December 2021 following a controversial social media post by Irving that featured a link to an antisemitic film. Despite parting ways with Nike, Irving continued wearing his signature shoes, albeit concealing the iconic Nike Swoosh with tape.
As a prominent figure in the Chinese sportswear market, ANTA had been eagerly seeking a high-profile NBA player for an endorsement deal. Irving’s signing represents a significant victory for ANTA, as it is poised to bolster the company’s global presence.
This partnership with ANTA serves as a testament to Irving’s enduring appeal to sneaker companies, notwithstanding the controversy surrounding his social media activity. The marketplace eagerly awaits the performance of Irving’s new footwear and whether it can fuel ANTA’s competitiveness against industry giants like Nike and adidas.
Tuesday, November 26, 2024
