Cofounded by Hong Kong native Johnny Mak and Ross Adrian Yip, a former business development director at Los Angeles-based online sneaker marketplace GOAT Group, Kicks Crew began in 2008 but pivoted to e-commerce at the start of the global pandemic. To date, Kicks Crew offers 400,000 styles of sneakers, with brands spanning sportswear staples like Nike and Adidas to luxury brands like Fendi and Louis Vuitton.
The NBA athlete’s partnership with the e-commerce company came about through one of startup’s investors, Hong Kong-based DL Securities. Joseph Lang, CEO of DL Securities, introduced Yip to the head of Lillard’s agency, Eric Goodwin of Goodwin Sports Management. From there, Yip and Lillard hit it off. In Lillard’s own words, his values include being relatable, “being authentic and being connected,” which resonated with Yip. “He’s had an influence on me personally, too,” the COO adds.