As the NBA prepares for an exciting new season, Dallas Mavericks star Kyrie Irving is making a splash not only on the court, but off it as well, taking the role of creative director at Anta Basketball. An eight-time All-Star, he embraces this leadership role with a vision that seeks to inspire not only young athletes, but also those who have loved the game for decades.
Players heading to China to boost the presence of their shoe brands is a familiar narrative in the NBA offseason. Stars like James Harden, Jayson Tatum, Luka Dončić, Zion Williamson and Paolo Banchero all made the trip, connecting with the region’s fervent basketball culture. However, Irving’s recent trip was far from a promotional obligation; it was a deep immersion into the world of sneaker design and brand leadership.
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“I created an intergenerational platform,” Irving explained in an interview with Andscape. “By signing my father, I am reaching the over 55 audience, showing that the love for basketball doesn’t get old. It’s about staying active and guiding the youth. My journey of developing a basketball brand shoes over the past 14 years is essential to me, as I aim to foster a cultural heritage through my products.”
Irving likens his shoe brand to a bustling mall, inviting everyone to be part of the experience beyond just shopping. “It’s a collaborative space where people can engage, and that’s what excites me,” he shared.
Since taking over as head of Anta in 2023, Irving presented his highly anticipated KAI 1 sneakers last season. His visit to Anta’s headquarters in Xiamen, China, marked a significant moment, symbolizing his first interaction with the team behind the scenes. From September 18 to 20, Irving toured the facilities, interacted with the design teams, and participated in various events across China and Bangkok, all of which he described as an “incredible” experience.
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Reflecting on the difference between the rapid pace of American consumerism and the nuanced process of product creation, Irving noted: “Dipping into the heart of turning ideas into tangible products has been eye-opening. It’s more than just a side project; it’s a labor of love involving many talented teammates. I’m not just a spokesperson; I’m here to evolve the vision and contribute meaningfully.”
Irving’s relationship with Anta stemmed from a desire for creative freedom following his breakup with Nike. The sudden end of his old brand in 2022 following a controversial incident was a turning point in his career. In May, he signed a five-year contract with Anta, marking a new start and a unique opportunity to shape his own narrative. “I was initially hesitant to join Anta, but the promise of creative control and a close-knit team attracted me,” he admitted.
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One of Irving’s first choices after signing with Anta was to include his father, Drederick Irving, as a brand ambassador, cementing a strong family heritage in the sport. The 58-year-old former basketball player embodies the spirit of the brand, attracting an audience aged 50 and over. “Partnering with my father was a moment I cherished; it’s about honoring our history and expanding our reach into mature sports markets,” he expressed.
To further expand his brand identity, Irving also signed his first NBA player, Cleveland Cavaliers wing Caris LeVert, who has a long-standing friendship with him. “It was a natural fit to bring my close friends into the mix, and it’s not just about attracting star players; it’s about creating a family,” he said.
As Irving leads Anta’s basketball division, he finds himself at the forefront of an emerging force in sportswear. With its expertise and leadership, Anta has seen impressive revenue growth, surpassing both Nike and Adidas in China by mid-2024. Irving emphasizes the importance of integrity and commitment within his team, which are the foundations of their success.
As a leader, Irving recognizes that it is crucial to foster a supportive work environment for his colleagues. “I want my team to feel valued for their hard work that often goes unnoticed. Together, we are creating a legacy that honors our roots while pushing the boundaries of sneaker culture.”
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