Andre Drummond Launches Brand
Sixers center Andre Drummond launched his own brand with Stria Sports instead of pursuing a traditional signature shoe deal. This move reflects athletes seeking deeper entrepreneurial control within sneaker culture beyond standard endorsements.
This partnership goes beyond a simple endorsement; Drummond is now an investor and the creative director for Stria Sport, a Chicago-based company founded in 2021. He will have direct input on product development and brand strategy, a level of control not typically offered in traditional shoe deals. Drummond's deal with the Jordan Brand expired over two years ago, and after failing to secure a new signature deal with a major brand, he connected with Stria Sport. The company offered him an equity stake and the opportunity to oversee their entire basketball division. His first signature shoe is already in development and is expected to be unveiled by the start of the next NBA season. Before this partnership, Drummond frequently wore Nike LeBron 20s and Air Jordan 10s on the court. Stria Sport, founded by former college basketball player Eric Porter, aims to provide high-performance athletic footwear at an affordable price. The brand has already gained traction, with over 100 professional basketball players wearing their shoes and a partnership with the Harlem Globetrotters. This move into brand ownership aligns Drummond with other athletes like Russell Westbrook, who founded Honor the Gift, and Stephen Curry, who launched the Curry Brand under the Under Armour umbrella before it became fully independent. Beyond basketball, Drummond will also work directly with Stria's pickleball athletes, including top-ranked men's doubles player Gabe Tardio. This reflects the brand's expansion into other fast-growing sports.
