KAI 1, The Origin Story

Kyrie, a top-selling athlete with a passionate fanbase due to his on-court artistry and off-court authenticity, became polarizing after his relationship with Nike ended and his new team's journey became uncertain. Seeking to be understood, Kyrie turned to a Black agency for deeper storytelling. Burrell’s task was to portray Kyrie not just as a player but as a person, leader, artist, and pioneer - highlighting his identity, the significance of the number 11, and using AI tech to break new ground.

Despite the narrative around Kyrie, he still had an impassioned fanbase that stuck with him and followed his story. The campaign was meant to speak to them and their view of Kyrie; the player and the man.

Beyond the die-hard Kyrie fans, we also hit hard on Sneaker Culture and the diaspora of people that make up the community. Qualities that made our target were youth basketball players; creative and more than an athlete; part of the next generation that drives diversity; inspired by Kai and what he stands for - they consider themselves sneakerheads, fashionheads, or trendsetters. While we intended to speak to all of Sneaker Culture, we had a natural lean towards AA fans as Kyrie is intrinsically tied to Black Culture, as well as the Chinese market; Anta’s primary base .

Our insights centered on Kai, what he’s all about, how he wants to grow and what he wants to be known for. We recognize that Kyrie the person is our main message and it’s important that we communicate all aspects of who he is. Kyrie plays in many arenas. He’s an athlete, an activist, an artist, a sneakerhead, a skater, a father and son, and an entrepreneur. We want to be sure we speak to every piece of his identity and tie it back to his shoes and his roll with Anta.