If you’re a sneaker head you’ve probably already heard of Kicks Crew, an online sneaker marketplace dedicated to making copping sneakers accessible to everyone. The brand was founded in 2021 by entrepreneurs Johnny Mak and Ross Adrian Yip, and has since grown from strength to strength.
Since its inception, Kicks Crew’s relationship with athletes has been tight: its staff and partner reads like a who's who of the NBA. In 2022 it received an investment from Milwaukee Bucks point guard Damian Lillard, who then became Kicks Crew’s first “Crew Athlete,” (working on curated releases, web content, and events.) Then, in 2023, the Dallas Mavericks point Guard Kyrie Irving also invested and joined the company as Chief Community OffIcer.
Talking about the partnership, Irving said, "I'm excited to partner and invest in KICKS CREW's vision to empower a new generation of independent consumers and thinkers. This is an empowerment play for my fellow entrepreneurs, artists, and athletes who have and want their independent visions and approaches celebrated. My role as Chief Community Officer at KICKS CREW is centered around the mission of bringing all communities together through their love of sneaker culture to push forward unity and philanthropy."
The following year, NBA player Jamal Shead signed an endorsement deal with the brand, and Brooklyn Nets guard Cam Thomas signed on as a brand ambassador.
The products range from affordable to high-end, and come in an accessible range of styles and sizes: the website screams ‘sneakers are for everyone, and you shouldn’t have to camp outside a store or rake out a small fortune to enjoy them.’ “KICKS CREW is a reminder that there's a pair for everyone, regardless of brand, price, style, size, and function. Whether it's deadstock OGs, the latest collaborations, or general releases that don't run your size, you'll find them here,” reads the brand’s motto.
In an era where a lot of sneakers are marketed as exclusive, aspirational items that only a lucky few can attain, Kicks Crew is doing the most to democratize the industry, and we’re here for it.
Featured image via Kicks Krew
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