Jose Alvarado Gets AND1 “Knicks” PEs Ahead Of Eastern Conference Finals

AND1 is making moves. Grayson Boucher (@theprofessor), a fixture of the AND1 Mixtape Tour in the early-to-mid 2000s, has rejoined the company as brand ambassador and director of talent. In that role, he’ll promote AND1 to his 20+ million combined social following, launch his own signature line, and recruit players to help revive the brand’s presence on bigger stages. And dare we say, the brand appears to be operating with some commendable precision.

AND1’s first modern NBA “get” is New York Knicks guard Jose Alvarado, not a big fish by any means, but a perfect ambassador for the brand in more ways than one. Alvarado has been taking the court throughout the Knicks’ historic NBA Playoffs run wearing nothing but AND1 sneakers, and now he’s got some crazy good PEs to show for it. The AND1 Mad Game Pro is here given two “Knicks” makeovers, one in black/blue/orange and another in white/blue/orange. Our favorite detail is the tongue branding, with the AND1 logo reworked to resemble the Knicks’ iconic subway token-inspired mark.

For a brand operating with a much smaller budget than the top dogs, Alvarado (or “GTA”) is a damn near perfect face. First, there’s the stage: New York, the mecca of basketball and the city Alvarado calls home. Enough said. Then there’s his play style. Alvarado is an all-gas, no-brakes, nonstop-hustle role player whose aggression plays much bigger than his size. That reason above all makes him feel like a natural fit for AND1’s streetball roots.

Peep images of Jose Alvarado’s AND1 Mad Game Pro “Knicks” PEs below. Expect to see these on-foot when GTA and the Knicks take the floor for Game 1 of the Eastern Conference Finals on May 19th. A release is expected to occur near the beginning of the 2026-2027 NBA season.