Kicks Crew, a global sneaker and apparel e-commerce platform founded in 2013 and based in Los Angeles, California, has secured international basketball athlete, artist and actor Kyrie Irving as an investor. The athlete, sponsored by Chinese sporting goods brand Anta and also serving as the brand’s Chief Creative Officer, will join Kicks Crew as a shareholder and take on the role of Chief Community Officer.
Irving commented that he invested in Kicks Crew because of the company’s track record and commitment to building a player-controlled and empowered platform. The partnership is driven by a shared desire to democratize the sneaker market and unite communities through sneaker culture.
As Chief Community Officer, Irving will take a cause-driven, community-oriented approach, fostering new brands and collaborations that connect art and basketball in new ways. His efforts will extend globally, including initiatives and projects that positively impact the Middle East and Africa and embody a broader vision of social and cultural engagement.
Since its founding, Kicks Crew has advocated for up-and-coming brands and is a hub for sneaker companies looking to expand their international reach. It is also a platform for NBA players to establish and grow their personal brands. The vision of a player-centered platform serves as a springboard to make Irving’s products more accessible to fans.
Irving has decided to launch its annual 11 Days Of Giving initiative with Kicks Crew to celebrate the partnership and investment. Irving and Kicks Crew will give away 111 pairs of the Anta Shock Wave 5 – the shoe Irving started the new NBA season with – from Dec. 11-15. The entire Anta Shock Wave 5 collection is now available at Kicks Crew.
Irving’s first signature shoe with Anta is expected to drop in the first half of 2024.
