NBA champion and former Beats athlete Kevin Durant has a new headphones brand to call his own, literally, after buying a stake in New York’s Master & Dynamic.

Announcing the partnership this week, Master & Dynamic CEO Jonathan Levine spoke with The Verge to lay out what we can expect, stressing that it’s much more than just a paid celebrity endorsement.

Durant isn’t getting paid anything, for a start.

According to Levine, the collaboration with Durant grew organically out of meetings between the two men and Durant’s longtime business partner Rich Kleiman.

As an ESPN profile of Kevin Durant, titled “The Making of a Mogul,” makes clear, KD has developed a habit of getting financially involved with products and services he uses on a daily basis.

One example was him buying a stake in Postmates in the summer of 2016, simply because he liked the service, and the M deal now is a similar effort to combine something he enjoys with a potentially lucrative payoff in the future.

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