The US online sporting goods retailer Kicks Crew has brought prominent support into the company. On Monday, the company announced that it had entered into an investment partnership with professional basketball player Kyrie Irving.
As part of the collaboration, the 31-year-old, who is under contract with the Dallas Mavericks in the world’s best basketball league, the NBA, will acquire a stake in the start-up, according to a statement. He will also take on the position of Chief Community Officer.
In his new role, the athlete will support the sneaker specialist’s global campaigns and projects in the future. According to Kicks Crew, this also includes initiatives to improve the situation in Africa and the Middle East. Irving will also help “foster new brands and collaborations that unite art and basketball in novel ways,” the company said.