A new wave of athlete investors is showing that the stars of today are thinking far beyond endorsements. On Monday, luxury electric vehicle manufacturer Karma Automotive announced the launch of Karma Nexus, an invitation-only client engagement and ownership program that gives select members access to the company’s luxury vehicles, design teams and bespoke commissions — while also opening the door for direct investment opportunities within the company itself.

The inaugural roster reflects a cross-section of the next gen of sports and business influence: NBA star Anthony Edwards, NFL quarterback Kyler Murray, Carolina Panthers quarterback Bryce Young, San Antonio Spurs rookie Dylan Harper, Boston Celtics guard Ron Harper Jr., and former NBA All-Star Tracy McGrady have all joined the initiative as investors.

The investment is part of a growing trend of Black athletes using their wealth to secure ownership stakes in emerging industries.

For decades, athletes primarily generated off-court wealth through sponsorship deals and licensing agreements. But financial experts say a growing number of players — particularly younger stars entering leagues with greater financial literacy resources — are now focused on ownership stakes, venture investing and long-term wealth creation.

According to a 2025 report from Deloitte, athlete investing has expanded significantly over the last decade as players seek opportunities capable of outlasting the relatively short window of professional sports careers. Venture capital firms, startup incubators and athlete-focused advisory groups have increasingly targeted sports talent as both investors and cultural amplifiers.

The automaker is courting a generation of athletes increasingly focused on long-term wealth building.

“Having deployed more than $50 million into consumer companies, we view this as a first-of-its-kind structure that meaningfully aligns athletes through ownership and access to the product itself,” said Kai Cunningham, co-founder and chief executive officer of Limited Ventures. “In a category where athletes represent enormous consumer influence and spending power, this deal could become a blueprint for future partnerships across the industry.”

The Irvine, California-based automaker — which describes itself as America’s only full-line ultra-luxury vehicle manufacturer — says the Nexus program is designed to deepen relationships with high-net-worth clients while also creating a >generational wealth has become increasingly common in conversations surrounding Black athletes and entertainers, many of whom are seeking ways to convert cultural influence into sustainable ownership.

Financial analysts have noted that equity participation offers significantly greater upside than traditional endorsement arrangements, particularly when tied to emerging industries such as electric vehicles, artificial intelligence and technology infrastructure.

The luxury EV market itself remains competitive but potentially lucrative. Global demand for premium electric vehicles continues to rise as consumers seek environmentally conscious alternatives. Companies are also recognizing the marketing power athletes bring in shaping consumer trends, particularly among younger affluent buyers.

“Karma’s goal is for our products and experiences to reflect the successes of our Nexus members in ways that are as unique and distinctive as they are,” said Karma Automotive President Marques McCammon. “The fact that so many influential names are among the program’s founding members is exciting, and that so many of them have chosen to invest in the company is a testament to what we are building.”

The strategy also arrives during a period where athlete entrepreneurship has become increasingly normalized. From equity deals in beverage brands and tech startups to ownership stakes in sports teams and media companies, today’s players are entering business conversations earlier in their careers than previous generations.

For stars like Edwards and Murray, intentionality appears central to those decisions.

“We’re very selective about who we choose to partner with, and we couldn’t be more excited to be Karma investors,” Edwards and business manager Justin Holland said in a statement.

“My team and I are very intentional about where I put my name,” Murray added. “Karma checked every box. It’s luxury, it’s innovative, and it’s built for the future.”

It remains to be seen whether Karma Nexus will reshape athlete partnerships. Still, the announcement points to a growing number of athletes seeking equity alongside influence.

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