SeriousPlayerOnly Signs Rising Star Xaivian Lee to Multi-Year Global Endorsement Deal
SeriousPlayerOnly (SPO), is proud to announce the signing of Canadian standout Xaivian Lee to a multi-year brand sponsorship deal.
Xaivian, one of the most exciting guard prospects of his generation, has captured international attention through his breakout seasons at Princeton and his uniquely composed, high-IQ style of play. As he sets his sights on the NBA and prepares for a new chapter in Florida, SPO will stand alongside him to elevate his voice, his creativity, and his global reach.
Xaivian represents everything SeriousPlayerOnly stands for. He brings innovation, craft, and an unstoppable work ethic—on and beyond the game. He inspires a new generation that values authenticity, purpose, and growth. Xaivian is more than a rising star—he’s a cultural bridge, and we’re proud to walk this global journey with him. This partnership represents more than just a brand and athlete endorsement—it’s a statement about the future of sports branding. A future where value-driven brands with a laser-focused understanding of their audience can stand toe-to-toe with legacy giants.”
— Qiqi Yang, CEO and Co-Founder of SeriousPlayerOnly
This partnership builds upon SPO’s growing roster of young talent, including Toronto Raptors rookie Jonathan Mogbo—the first NBA player to sign with the brand—and Emilee Skinner, a top-ranked high school point guard committed to Duke University. These signings reflect SPO’s commitment to supporting rising athletes across all levels of the game, from grassroots to the professional stage.
Looking for a brand to partner with, I thought Serious Player Only has a really good vision on where they want to be. A lot of their values align with mine. I’m really excited to see where the brand can go in the future and how I can be a part of that and help bolster it even more. I love seeing how Serious Player Only is growing across regions and building something unique globally as a young and upcoming brand, and I’m really excited to be part of that.”
— Xaivian Lee
The agreement includes a future signature shoe, immediate signature colorway releases, full creative freedom in collaborative product design, and a long-term strategy to amplify Xaivian’s influence across Asia and North America. From storytelling rooted in his heritage and personal mantras to activating across key basketball cities and youth culture hubs, Xaivian will play a cornerstone role in SPO’s global growth.
In the world of innovation, true partnership is where vision meets craftsmanship. Together, Xaivian Lee and SPO aren’t just creating sneakers; they’re defining the future of performance, style, and culture—one step at a time.”
— George S. Langberg, Founder & CEO, GSL Sports Group
With an engaged Gen Z following and a story that spans Toronto, the Ivy League, and beyond, Xaivian Lee joins SPO not just as an athlete, but as a global brand builder and cultural voice.
About SeriousPlayerOnly
SeriousPlayerOnly (SPO) is a performance-driven basketball brand born with a mission to empower athletes who are serious about the game, their identity, and their story. Founded by a team rooted in Asia with international backgrounds spanning Beijing, Boston (Harvard Business School), and Hamburg, SPO was built for global growth from day one. The brand combines consumer-driven innovation, high-speed athlete-inclusive feedback cycles, and a design philosophy that puts athletes and personalization first. SPO is where performance meets purpose, culture, and community.
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