Group Created with Sketch.
Volume 27 No. 10
  • Created with Sketch.
  • Created with Sketch.
  • Created with Sketch.

Sneaker Marketplace Goat Tabs Rui Hachimura To Help Growth In Asia

Hachimura -- the only Asian-born player on an opening-day NBA roster -- will be Goat's second endorser
Photo: NBAE/GETTY IMAGES
Hachimura -- the only Asian-born player on an opening-day NBA roster -- will be Goat's second endorser
Photo: NBAE/GETTY IMAGES
Hachimura -- the only Asian-born player on an opening-day NBA roster -- will be Goat's second endorser
Photo: NBAE/GETTY IMAGES

Online sneaker marketplace Goat is "teaming up" with Wizards F Rui Hachimura, "hoping his popularity in his native Japan will help the company make inroads in one of its biggest growth areas," Asia, according to Eben Novy-Williams of BLOOMBERG NEWS. Asia is "quickly becoming the dominant region in luxury fashion and streetwear," and Goat is "prioritizing growth across the rest of Asia" this year. Hachimura, who was the only Asian-born player on an opening-day NBA roster this season, will be Goat's "second brand ambassador," joining Lakers F Kyle Kuzma. The company "doesn't pay cash to its ambassadors," instead providing a "suite of products." Hachimura's collection will "all be Air Jordans, given his multiyear agreement" with the brand. Goat is a secondary market where people can "buy and sell verified rare sneakers and popular general release shoes." The company "recently landed" a $100M investment from Foot Locker. The Hachimura and Kuzma deals are "part of a wider push by Goat into the NBA, by far the most fashion-forward of the major U.S. leagues." The company also "recently put its brand on an entryway at Barclays Center" (BLOOMBERG NEWS, 2/11).