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Founded in 1993 during the "Golden Era", when NBA basketball went global and hip hop culture took over the streets, K1X was created "for ballers by ballers" in a grassroots movement in supply streetballers and rap heads with an alternative to mainstream brands. The "Nation of Hoop", as K1X is also sometimes referred to, supplies specialized product that allows around-the-clock identification with basketball culture. The product range features authentic footwear, apparel, accessories and hardware for men and women. K1X identifies with hustling ball players and with tireless workers who completely personify its claim: "Play hard - don't embarrass our products."