Kyrie Irving Becomes Collaborator, Equity Stakeholder In Audio Brand Skullcandy

Audio brand Skullcandy has expanded its partnership with Cavaliers G Kyrie Irving. He will play a key role building the brand and collaborating on product development as an equity holder of the company (Skullcandy). Skullcandy Chief Commercial Officer Sam Paschel said, "There has been a big shift in the way consumers view athletes as endorsers, and Kyrie having an equity interest changes the dynamic of that perception considerably." He added, "We hope that our customers will appreciate that (Kyrie) has a vested interest in making the company a success, and in turn, we hope that will make him work that much harder to get us there." FORBES' Jason Belzer noted while Irving "has a lucrative shoe deal with Nike, and several other endorsements, Skullcandy has finally offered him the opportunity to fulfill a long standing dream of his -- to have a hand in creating a consumer facing product that is a true reflection of his style and taste" (FORBES.com, 4/12).