Established in 1991, Anta products including footwear, apparel and accessories. Kyrie Irving of the NBA Dallas Mavericks is its CCO, hired last year to guide Anta's foray into the U.S. market.

Burrell will handle the national rollout of Irving’s signature Anta KAI 1 shoe line and an apparel collection to follow. The multiplatform campaign begins in the first quarter.

“Anta's KAI 1 line is a celebration of diversity and creativity, crafted by our majority Black creative team in the U.S. It reflects the essence of basketball culture and Kyrie’s artistic vision,” says Sean Oshea, general manager of Anta US. “The Anta KAI 1 is where cutting-edge design meets the vibrant spirit of the streets, ready to empower a new era of athletes and enthusiasts both on and off the court.”

The agency client list includes McDonald’s, Toyota, Comcast and Fidelity.