Burrell Communications Launches ‘KAI 1, The Origin Story,’

Burrell Communications Group, one of the world’s most highly regarded Black-owned advertising agencies, announced the release of “KAI 1, The Origin Story,” the first advertising campaign for the signature ANTA KAI 1 basketball shoe.

The inaugural campaign from Burrell supports the newly released “Enlightened Warrior,” the second colorway of the ANTA KAI 1, inspired by ANTA Chief Creative Officer and global basketball icon Kyrie Irving. ANTA U.S. and Burrell’s partnership began in February of this year.

The spot, chronicling Irving’s ethos, takes audiences through a vivid visual timeline of his life beginning in childhood, and walking through his personal journey to swift collegiate stardom and finally the pro sport’s ranks, his success anchored by his mother’s constant spiritual presence and his father’s steady guidance. The storytelling is rendered in a dynamic and colorful fusion of live action, AI and anime-influenced animation, artfully integrating ancient African and indigenous cultural imagery transitioning to the modern day—the narration documents his ascent to emerging as both an inspirational NBA icon and Chief Creative Officer of ANTA.

ANTA Sports is a leading international brand of sportswear that has been engaged in the design, development, production and marketing of the ANTA series of sports equipment since the company’s founding in 1991. ANTA provides customers with professional sports products including footwear, apparel and accessories. NBA All-Star Kyrie Irving of the Dallas Mavericks was named the company’s Chief Creative Officer in 2023 to shepherd ANTA’s foray into the American market.

“This newest shoe offering is deeply rooted in cultural symbolism, color psychology and trending fashion, conceived to pay homage to Kyrie’s gifts, his heritage, legacy-in-the-making and his identity,” noted Black footwear Design Director Jared Subawon of ANTA U.S. “What we wanted to rise to the fore was a treatment that pushed the boundaries of design, and at the same time showcased ANTA’s commitment to uplifting talent and narratives across the sneaker space, coupled with our investment in diverse, progressive representation. The vibrant new ‘KAI 1, The Origin Story’ spot seamlessly completes our product vision.”

Shetellia Riley Irving, CEO said, “At A11Even Sports, we’re committed to cultivating partnerships that reflect the pulse of our audience—delivering beyond the expected into the realm of the groundbreaking. “Our latest collaboration with Burrell Communications Group wasn’t just about pushing boundaries. It was about offering a platform for voices and talents that resonate deeply with sneaker and basketball culture—creating work that authentically represents their vibrancy and spirit.”