Business of Sports · NBA
How Kyrie Irving is building his brand with ANTA
Irving’s ANTA role includes product development and his own signature line. He also holds a separate investment and community role with sneaker marketplace KICKS CREW.
ANTA named Kyrie Irving chief creative officer of ANTA Basketball on July 12, 2023. The announcement included a signature product line and said ANTA would provide global resources for its manufacture and distribution.
Nick DePaula’s July 2023 Boardroom report described an initial five-year agreement. ANTA said Irving would have a role in recruiting collaborators and developing the basketball business.
View chart data
| Date | Milestone |
|---|---|
| July 2023 | ANTA creative role announced |
| December 2023 | KICKS CREW investment announced |
| March 2024 | KAI 1 debut |
| September 2025 | Hélà Season 2 announced |
| November 2025 | 14-program sponsorship announced |
| February 2026 | Beverly Hills flagship opens |
Product development
Irving’s agent and stepmother, Shetellia Riley Irving, credited ANTA’s U.S. design team with helping persuade him to join. In a November 2024 Andscape interview, she described the freedom to develop his ideas with the company’s production resources.
ANTA’s KAI 1 launch announcement named footwear design director Jared Subawon as the design lead and senior graphic designer Astin Davis as the creator of symbols connected with Irving’s identity. Irving worked with color design director Shaneika Warden on the shoe’s color selection.
In February 2026, Irving told Andscape he had rejected earlier KAI 3 designs. He described the importance of performance, comfort and storytelling in the finished shoe.
The KAI and Hélà products
The KAI 1 debuted in March 2024. Its announced launch price was $125, with sales through ANTA’s online store and boutique events in Dallas, New York and San Francisco included in the initial release plan.
In September 2025, ANTA announced Hélà Season 2 apparel and Hélà Code shoes for a New York Fashion Week activation. The company described skateboarding influences in the footwear and a family-themed pattern across the collection. The apparel included jumpsuits that could convert to shorts and puffers with removable integrated vests.
Family and basketball programs
The KAI 1 Speed was inspired by Irving’s father, Drederick. By February 2026, Andscape identified it alongside the KAI 1, KAI 2 and KAI 3 performance shoes. “It’s a multi-generational platform that I’ve created,” Irving had told Andscape in November 2024.
Irving identified Caris LeVert as his first recruited NBA player in the 2024 Andscape report and described their friendship as part of the decision. ANTA announced LeVert’s addition to its basketball roster in January 2025.
In November 2025, ANTA announced full-uniform sponsorships for 14 basketball programs in New Jersey, Texas and California. The company said the programs had received KAI footwear and gear. Most sponsored schools included boys’ and girls’ basketball. The named recipients included West Orange High School and Roosevelt Middle School in New Jersey, DNA Prep Academy in California and Paul Quinn College in Dallas.
ANTA’s operations and sales channels
Irving visited ANTA’s offices in Xiamen, China, in September 2024. Andscape reported that he met employees, reviewed footwear and clothing designs and discussed ideas.
In February 2026, Irving took part in the opening of ANTA’s first U.S. flagship in Beverly Hills during the NBA All-Star period, according to Andscape.
ANTA reported group revenue of 43.5 billion yuan for the first half of 2026, including 17.8 billion yuan from the ANTA brand segment. That segment sold through direct retail, e-commerce and wholesale. The figures cover the broader business, including products outside Irving’s line.
View chart data
| Channel | 2025 RMB million | 2026 RMB million |
|---|---|---|
| Direct retail | 6,321 | 6,560 |
| E-commerce | 6,131 | 6,949 |
| Traditional wholesale and others | 4,498 | 4,262 |
Trademarks and the KICKS CREW investment
“He owns his designs and trademarks,” Riley Irving told Andscape in 2024. U.S. registrations list CHIPIRV, LLC as owner of the KYRIE IRVING clothing and footwear mark, registered in June 2025, and a KK shield logo, registered in January 2025.
A September 4, 2024 declaration signed by Irving grants Kai Family Enterprises LLC and/or ChipIrv, LLC consent to register and use KYRIE IRVING, SITTING WITH KAI and FUNDAMENTALS WITH KAI.
KICKS CREW announced Irving as an equity shareholder and chief community officer on December 11, 2023. The marketplace described a role in community initiatives and support for emerging brands. The investment is in KICKS CREW, a separate company from ANTA.
Sources and notes
Financial terms were not released with the 2023 ANTA agreement. The U.S. trademark records identify the registered owner of specific marks; they do not disclose beneficial ownership or a complete private license.
The revenue figures cover the ANTA brand segment for the six months ended June 30, not KAI sales or Irving’s income. The KYRIE IRVING registration is 7823839; the KK shield registration is 7654566. Irving’s signed name consent is dated September 4, 2024.
- ANTA’s original partnership announcement
- Nick DePaula’s original Boardroom report
- Marc J. Spears’ interview with Irving and his representative
- Aaron Dodson’s report on Irving’s creative work and KAI 3
- ANTA’s original KAI 1 launch announcement
- ANTA’s Hélà Season 2 and Hélà Code announcement
- ANTA’s 14-program uniform sponsorship announcement
- ANTA’s January 2025 basketball roster announcement
- USPTO: KYRIE IRVING, serial 98751775
- USPTO: KK shield logo, serial 98655537
- Irving’s September 4, 2024 signed name/mark consent
- KICKS CREW’s original investment announcement
- ANTA 2026 interim report, printed pages 28–29
- Kurt Badenhausen’s contemporary Sportico report
