By Barry Janoff
July 15, 2015: With many NBA players as fashion conscious off the court as they are skilled on it, it is no surprise that such stars as LeBron James, Russell Westbrook, Stephen Curry, Dwyane Wade and Derrick Rose have added clothing and accessory lines to their business and endorsement portfolios.
The latest to join the roster is Kyrie Irving of the Cleveland Cavaliers, who has signed a deal to become an endorser and investor in premium underwear brand PSD.
According to Los Angeles-based PSD, which was founded in 2008 by Curtis and Ryan Flaitz, in addition to appearing in multi-media marketing, Irving will design a new collection of PSD products each season and also serve the company as a trend spotter.
In addition to Irving, PSD said it has aligned with other NBA and NFL players as investors and supporters, including Irving's Cavaliers' teammates James and Mike Miller, Chandler Parsons of the Dallas Mavericks, Seattle Seahawks running back Marshawn Lynch and Steve Johnson of the San Francisco 49ers.
Financial terms of the deals with Irving and the other athletes were not released.
Irving also has deals that include Nike and Pepsi (for whom he has starred in a series of commercials as "Uncle Drew").
PSD said it would debut Irving's initial signature collection in August.
Marketing support, to include Internet and social media, will come with the tagline, "Wear Your Life."
"Kyrie has an amazing eye for fashion and his style is always on display at press conferences and events," PSD President Curt Flaitz said in a statement. "Having a genuine, well-liked, stylish guy like Kyrie as an equity partner is tremendous for PSD."
Irving's collection for PSD will include a series of six custom boxer briefs. The brand is available in specialty boutiques and retailers such as Champs, Foot Action, East Bay and Shoe Palace.
According to Irving, "When Curt approached me about getting more involved with PSD, it was an easy decision since I already wear the brand and love the style and comfort."
Irving, who was NBA Rookie of the Year with Cleveland in 2011-12, was a major force behind the Cavaliers reaching the NBA Finals last season, ultimately being forced out of the series against the Golden State Warriors due to a fractured left knee suffered in Game 1. The point guard has averaged 21 PPG and more then 460 assists per season.
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