NFL
By: Joe Cardoso
One thing about Kyrie Irving is he will always march to the beat of his own drum. It has been proven time and time again throughout his career. When we heard the news that he was picked to be the Chief Creative Officer for ANTA, there were zero doubts about what he would bring to the table.
ANTA was founded in 1991 and has been looked at as an international sportswear brand doing it all from footwear to sports equipment. A brand that doesn’t shy away from what it stands for as they stated “Since 1991, ANTA has been more than a sportswear brand; we’ve been a movement. A movement that celebrates the sweat, the perseverance, and the triumphs.”
With this being its first venture into the American market, Kyire will lead the charge. But this is a project that requires a partner who can handle the expectations and deliver the goods that are wanted. So with that being said it was recently announced that the Burrell Communications Group has been tasked with the mission of making ANTA a household name in the American market.
The first drop will be the ANTA KAI 1 show line and a collection to go along with it. Burrell will use its skill set of being creative, social media savvy, and PR know-how to make this a launch to remember. Be on the lookout Q-1 for a multi-layered campaign that will be more than just shoes.
Burrell CEO Tara DeVeaux has hit the ground running since being named CEO in October. She was not shy in sharing her feelings on this new partnership ” We are tremendously energized and excited about being chosen to partner with ANTA brand, and Irving family to bring ANTA to the U.S.” “The agency’s unique understanding of Kyrie’s impact on basketball and the culture at large. ANTA saw that, felt it, and Burrell is humbled to be their newest partner.”
The line will focus on showcasing and celebrating diversity and creativity with a creative team that is majority black. The general manager of ANTA US is Sean Oshea and he made it very clear what this was all about, “Our partnership with Kyrie Irving goes beyond design; it’s about infusing the soul of community and heart of the game into our products.” This partnership is something to get excited about as a new player is introduced into the space “A11Even Sports prides itself on forging partnerships that resonate with our talent’s wants, needs, and desires.” All signs point to a perfect match with plenty of fun and exciting things to come.
Burrell Communications Group is the largest U.S. agency with an eye for communications to diverse audiences. Since 1971 when Tom Burrell started the company it has hosted a stacked roster of clients, along with partnerships with some major brands such as Coca-Cola, and the American Red Cross. Now with ANTA in the fold, another winning partnership is here. We are in the middle of a new era in how brands are presented and who does the planning on it as new faces and voices have entered the room. I am excited to see the ANTA KA1 shoe and collection, once it drops look for a review, as well as more power moves from the folks over at the Burrell Communications Group, who “No matter what we do, we move brands.”
