NBA Star Giannis Antetokounmpo's Footwear Fix: The Secret Behind Flexpower

Giannis takes Flexpower beyond basketball to high fashion

by Faizan Chaudhary
NBA Star Giannis Antetokounmpo's Footwear Fix: The Secret Behind Flexpower
© Stacy Revere/GettyImages

As the glitz and glamour of fashion month unravels, many fashionistas, from editors to bloggers, find themselves grappling with an unfashionable dilemma: foot pain. While some resort to quick fixes like Advil or a switch to comfy flats, NBA luminary Giannis Antetokounmpo has unveiled a game-changer: Flexpower.

This isn't a novel sensation; Flexpower has been the covert weapon of pro athletes for two decades. Top sports leagues including the NBA, NFL, U.S. Women's Soccer, and U.S. Olympics, trust this pain-relief marvel. Unlike similar products that emanate overpowering odors, Flexpower warms without the olfactory assault.

Giannis' Personal Flexpower Commitment

Giannis isn't just an endorser; he's a genuine believer. Partnering with his family's investment fund, Ante Inc., the NBA star sees a broadened horizon for Flexpower, envisioning its transition from trainers’ gym bags to the elite circles of haute couture.

His endorsement is grounded in personal experience, having integrated Flexpower into his pre-game rituals since 2016. The magic behind Flexpower traces back to ex-U.C. Berkeley basketball player, Rasheen Smith. Unimpressed by the available pain management solutions, which often either emitted a strong aroma or raised concerns about side effects, Smith endeavored to create a more refined, daily-use product.

The result? A botanical, scent-free concoction devoid of synthetic chemicals that rapidly gained traction amongst global athletes. Flexpower's journey to the limelight took another significant leap when Giannis's brother, Alex Antetokounmpo, approached the brand.

What commenced as a casual interaction over Instagram evolved into an investment opportunity, granting the Antetokounmpo clan two seats on Flexpower's board. However, Flexpower isn’t merely a one-trick pony. Apart from its acclaimed pain relief lotion, the brand has expanded its product lineup to include sunscreens, lip conditioners, and bath salts.

With the NBA superstar's endorsement and an impending in-store debut at Bloomingdales in 2024, Flexpower is set to ascend to loftier heights. Its burgeoning alliance with luxury retailers, like Oakland's McMullen, further cements its stature.

McMullen's proprietor, Sherri McMullen, champions the brand for its ethos, emphasizing its all-natural, scent-free, and local manufacturing. Flexpower's trajectory suggests a future filled with promise. As fashion aficionados trot the globe, from London's runways to Parisian soirees, Flexpower stands as their indispensable ally.

Giannis Antetokounmpo