Global basketball icon Kyrie Irving and ANTA, China’s powerhouse sportswear brand, stole the spotlight during New York Fashion Week with the debut of HÉLÀ Season 2 and the all-new HÉLÀ Code shoe. The September 12, 2025, activation at 214 Lafayette Street showcased Irving’s expanding role as Chief Creative Officer of ANTA Basketball, ushering in his vision for a future where performance engineering, cultural storytelling, and personal heritage collide.
ANTA x Kyrie: Culture, Performance, and Vision
After an industry-shifting departure from Nike, Irving inked a multi-million-dollar deal with ANTA in 2023—giving him creative leadership, marketing control, and full input into products and messaging. The partnership rapidly elevated ANTA’s global standing—Irving was not only actively involved in shoe and apparel design, but also helped attract fellow NBA stars to the brand (including Klay Thompson and Gordon Hayward). This approach, blending athlete influence, community engagement, and innovative tech, has driven ANTA’s explosive sales and positioned the KAI signature line as a best-seller globally.
HÉLÀ Code: Where Engineering Meets Expression
The HÉLÀ Code shoe made its New York debut in five bold colorways, each representing a unique aspect of Kyrie’s creative DNA and cultural legacy.
- Kairoglyphics: Regal tan, gold, and brown details, referencing the wisdom and vision of “a pharaoh whose reign is rooted in love, vision, and power.”
- Astral Eye: Vibrant cosmic prints, symbolizing spiritual flow and heightened awareness, with oversized “skater” laces nodding to Irving’s skate influences.
- Monotone Codes: Stone Craft, Ink of KAIro, and Papyrus White—all monochrome, employing premium suede, leather, and the hidden “Irving Family Camo” print for protection and legacy.
- Performance Specs: Every model features EVA midsoles, herringbone-patterned outsoles, embroidered uppers, super-breathable footbeds, and lacing that bridges skate and basketball culture.
Form, Function, and Adaptability
The new apparel collection is built around three pillars: Resilience, Provision, and Metamorphosis, with oversized, modular silhouettes letting wearers adapt to changing environments.
- Convertible jumpsuits and puffer jackets feature removable layers for weather changes.
- The palette—Earthen Clay, Ember Orange, Feather Blue—reflects both the collection’s versatility and Irving’s creative growth.
Legacy, Heritage, and a New Sneaker Industry Paradigm
Irving’s HÉLÀ line is named for his own Lakota tribal name, infusing Native American and global storytelling into each drop. This personal touch, visible in the Family Camo print, has resonated in the U.S. and globally: the KAI 1 became the fastest-growing sneaker on StockX, while ANTA’s direct-to-consumer and retail expansion signals a major shift in the industry’s East-West sneaker pipeline.
Experience the Drop and Follow the Story
Shop HÉLÀ Code and Season 2 across global retailers and directly at ANTA.com. Real-time images, campaign coverage, and further events are curated at @AntaSportsOfficial and @KyrieIrving on Instagram and ANTA’s official news page.
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