KAI 1 — The Origin Story
Challenge
Launch Kyrie Irving’s KAI 1 and establish ANTA’s presence in the U.S. market under an accelerated timeline. Create a culturally relevant introduction that connects with multicultural consumers while coordinating teams across the U.S. and China.
Challenge
Launch Kyrie Irving’s KAI 1 and establish ANTA’s presence in the U.S. market under an accelerated timeline. Create a culturally relevant introduction that connects with multicultural consumers while coordinating teams across the U.S. and China.
Strategic insight
A signature shoe carries the story of the athlete behind it. We made Kyrie’s origin story the foundation of the launch, using animation and emerging production tools to build a distinctive creative world around his identity and introduce ANTA through a figure audiences already knew.
Strategic insight
A signature shoe carries the story of the athlete behind it. We made Kyrie’s origin story the foundation of the launch, using animation and emerging production tools to build a distinctive creative world around his identity and introduce ANTA through a figure audiences already knew.
Our role
Product launch creative development
Athlete-led brand storytelling
AI, CGI, and animation integration
Our role
Product launch creative development
Athlete-led brand storytelling
AI, CGI, and animation integration
