Karl Kani Signs State Champion King Kendrick to First NIL Deal

Streetwear pioneer Karl Kani, renowned for shaping hip-hop fashion and breaking barriers as the first non-sportswear brand on NBA courts, is once again rewriting the playbook—this time at the intersection of sports, fashion, and youth culture. In a landmark move, Kani has signed state champion high school basketball phenom King Kendrick to a Name, Image, and Likeness (NIL) deal, in partnership with Overtime Sports Management Group (OSMG).

This signing marks the first time the Karl Kani brand has entered the NIL space, signaling a new chapter in how athlete identity is cultivated and expressed. Kani, who has been dubbed the “Godfather of Urban Streetwear,” built his reputation outfitting hip-hop legends and NBA stars, and now brings that legacy to the next generation of athletes.

King Kendrick, a standout point guard from Northland High School in Columbus, Ohio, is known for his fluid, ambidextrous style of play—a skill set that has already caught the attention of NBA All-Star Kyrie Irving. At a recent All-Star weekend press conference, Irving cited Kendrick by name, noting that the future of basketball will demand players who are truly ambidextrous to compete at the highest level.

The “90s Kid” Campaign: Where Sport Meets Culture

To launch the King x Kani partnership, the brand has produced the “90s Kid” campaign, enlisting celebrity photographer Carell Augustus—best known for his acclaimed “Black Hollywood” book project—to capture visuals that blend classic streetwear aesthetics with contemporary athleticism. Augustus’s work, celebrated for its positive representation of Black culture and reimagining of iconic moments, brings a fresh, culturally resonant lens to the campaign.

Karl Kani’s involvement in the partnership goes beyond traditional sponsorship. As investor, mentor, stylist, and creator, Kani is actively shaping the narrative around King Kendrick’s brand—mentoring the young athlete not only in fashion but in personal branding and cultural impact. This hands-on approach reflects Kani’s own journey from Brooklyn’s streets to international fashion stardom, and his commitment to empowering the next wave of talent.

This collaboration represents a shift in how athlete identity is built in the NIL era. By aligning with a designer whose influence transcends fashion and touches music, sport, and culture, King Kendrick’s partnership with Karl Kani sets a precedent for authentic, multidimensional athlete branding.