Kyrie Irving Joins Kicks Crew as Chief Community Officer Following Equity Investment
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Controversial Dallas Mavericks point guard Kyrie Irving has joined the Kicks Crew team as an equity shareholder.
The sneaker and apparel e-commerce platform announced the news on Monday, adding that Irving has also assumed the role of chief community officer at the company.
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While details of the investment were not disclosed, Kicks Crew said that Irving’s new role will see the basketball player working to showcase a cause-driven, community-centric approach, empowering new brands and collaborations that blend art and basketball in new ways. His efforts will extend globally, including initiatives and projects in the Middle East and Africa.
In a statement, Irving called Monday’s news an “empowerment play” for his fellow entrepreneurs, artists and athletes who want their independent visions and approaches celebrated. “My role as chief community officer at Kicks Crew is centered around the mission of bringing all communities together through their love of sneaker culture to push forward unity and philanthropy,” Irving said.
Kicks Crew co-founder Ross Adrian Yip added that the company is “thrilled” to have Irving be a part of the team. “Kyrie’s influence on the community and deep passion for philanthropy brings immeasurable value to bringing our vision to life, and we are eager to use our platform to empower Kyrie and many more players willing to leverage their independent influence,” Yip said.
For their first project together, Irving is kicking off his yearly “11 Days Of Giving” initiative with Kicks Crew to celebrate this new partnership and investment. As such, Irving and Kicks Crew will give away 111 pairs of the Anta Shock Wave 5 from Dec. 11 through Dec. 15. Fans can sign up to enter the giveaway on the Kyrie Irving x Kicks Crew event page.
After months of speculation, Irving and Anta announced their partnership in July after Nike let go of the NBA star late last year because of his promotion of a film featuring antisemitic views. Irving held out on denouncing antisemitism for days and only apologized following a suspension from the Brooklyn Nets, his team prior to being traded to the Mavericks.
The Anta deal sees Irving serving as the brand’s creative officer of basketball, a role that will see him recruit other basketball players, as well as collaborators and entertainment figures.
Irving started the NBA season sporting the Anta Shock Wave 5 Pro, showcasing Anta’s latest flagship product. Irving’s first signature shoe with Anta is expected to launch in the first half of 2024.
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