Karma Automotive is inviting select athletes to own a piece of the company through Karma Nexus, an invite-only client experience that gives members priority access to vehicles, private events, design studio experiences, time with engineering teams, and bespoke commissioning.

The first group includes Anthony Edwards and his business manager Justin Holland, Hall of Famer Tracy McGrady, Vikings QB Kyler Murray, Panthers QB Bryce Young, Spurs guard Dylan Harper, and Celtics guard Ron Harper Jr.

Karma is utilizing access and ownership through athletes to build a mutually beneficial relationship. For the athletes involved, the value is not just being connected to a luxury car brand, but also having a stake in the company’s long-term growth.

Edwards and Holland called Karma “a product and a team we truly believe in.” McGrady described the company as thinking bigger than just building cars, and Harper explained his view on this experience as a chance to learn how investing can help build generational wealth early in his career.

Karma is a luxury car company trying to move into the ultra-luxury tier, hoping to push for cultural relevance, credibility, and the right people around the brand. Putting athletes on the cap table gives the company partners who want the brand to win and can support its growth naturally as investors.

Stephen Curry has partnered with one of the few sportswear companies in the world founded by an athlete who already built what Curry is trying to create.

Li Ning Sports was founded by Li Ning, the six-time Olympic gold medal gymnast and one of the most decorated athletes in Chinese sports history. He turned his name into one of China’s largest sportswear companies, and now the Curry Brand name will sit inside that system.

His new deal with Li-Ning runs for 10 years and covers basketball, athleisure, a full golf line, and the ability for Curry to sign athletes under Curry Brand, meaning this deal is about more than having a signature shoe for Steph, but giving him the infrastructure to build a brand around other athletes as well.

Curry left Nike for Under Armour in 2013, became the face of the brand, and eventually became president of Curry Brand. When Curry and Under Armour split in November 2025, Curry Brand went with him, meaning he did not just leave as a free agent, he left with an asset.

Li-Ning plans to build Curry Brand stores across the United States and China, giving Curry access to two of the largest consumer markets in the world.

Instead of being paid to wear the product, he is becoming the product platform, using the same playbook Li Ning used to build a brand empire in China and expanding it globally.

New York City FC star Keaton Parks has partnered with rising cookie brand Wholesome Bakery as brand ambassador in a multi-year equity deal.

Wholesome Bakery was founded with the goal of making delicious cookies without using artificial ingredients.

After trying samples and connecting with Mandy Harper (Founder/CEO), Keaton found an opportunity to partner with a brand he felt aligned with.

Keaton has a young family and prioritizes health in their kitchen. His strong belief in the brand led him to ask for sweat equity, earning shares in the company over a period of time while helping Wholesome Bakery reach new markets with the help of his influence and credibility.

Wholesome Bakery has become a West Coast staple, and now they're expanding East with the help of an athlete partner.

It was amazing to sit back and watch this unfold. Both Mandy and Keaton are doing incredible things and we’re just fortunate they both entrusted Athletes & Assets™ to take their respective journeys to the next level.

Our case study series resumes over the coming weeks...

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