Kyrie Irving‘s decision to sign a three-year $126 million deal with Dallas Mavericks shut down all the free agency rumors. Despite the Mavs’ sudden decline last season, the decision came in light of partnering with Luka Doncic. Kyrie and Luka had to synergize in the middle of the season. But despite eradicating his potential trade rumors, Kyrie still faced media scrutiny. Aside from his on-court exploits, the NBA star’s relationship with Nike has been another focal point in his career trajectory. 

Since kicks are equally a part of pop culture, Kyrie Irving’s concreted history with Nike was sure to loom into his future. His first Nike-partnered signature shoe appeared in 2014. Over a period, Kyrie became one of only 20 players ever to have a signature shoe by their name. But in a recent shockwave, Kyrie puts shade on the $167 billion company as he signs with a Chinese brand. 

After the Nike snub, Kyrie sports ANTA

Following a dramatic twist, Kyrie has entered a new partnership with the Chinese sports brand ANTA. He now joins star Klay Thompson and several other players like Alex Caruso, Gordon Hayward, and Kevon Looney. Not only does the deal work well with Kyrie, but it also helps the league stretch its appeal to the Chinese audience. Unlike other players, Kyrie has a unique arrangement with ANTA. 

Along with the endorsement, Kyrie is now also the Chief Creative Officer for the brand. He will take on many responsibilities, including recruiting basketball players, independent brands, influential figures, and designers. As per the company, Kyrie will select people to get onboard talent from culture, arts, music, environment, and humanitarianism. Together, they’re going to create additional products all falling under his signature line. 

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This opportunity to be Chief Creative Officer is “more than just a realization of my dreams” for Irving. He characterizes it as “the perfect opportunity for me, an individual who always dreams big and values independent thinking, to leverage my artistic talents to build, create, and unify the culture both on and off court.”

The exact amount of Irving’s compensation in the reported five-year deal is not yet disclosed. But, the brand looks forward to unveiling its signature shoes and lifestyle footwear early next year.

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Why Nike cut ties with Kyrie Irving

In December last year, Nike severed its ties with Kyrie Irving for his involvement in a film promotion controversy on social media that included anti-Semitic tropes. At the time, Kyrie was still with Brooklyn Nets. Despite the controversy, Kyrie refused to apologize for his role in promoting the film. Because of the fallout, Nike canceled the highly anticipated launch of the new addition of Kyrie’s signature sneakers — the Kyrie 8.

Before this incident, reports indicated that Kyrie was earning nearly $11 million per year from his shoe deal with Nike. His shoe line was among the most popular at the company.

Unafraid of speaking his mind, Kyrie posted a tweet about Nike and his worldwide support. Within 10 days after the tweet, Kyrie presented his current situation with ANTA.

Nike hasn’t officially revealed anything about the numbers mentioned in the tweet. Kyrie Irving recognizes the impact and value he possesses on a global level. Despite events of backlashes from fans and critics, Kyrie has always held his ground with pride. Meanwhile, the ANTA deal has certainly reignited questions over the NBA’s relationship with China which is now the league’s one of the fastest growing markets.

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Echoes of the tweet of Daryl Morey, the then GM of the most popular team in China, the Houston Rockets, from 2019 can be still felt. Despite the cultural clashes that quickly escalated to a debate on nationalism, in the previous season, more than 500 million people watched games. Additionally, a $1.5 billion streaming deal secured by the league in the country adds another feather in their cap.