Josh Hart has been named the first-ever Chief Candy Officer for Mike and Ike, marking a uniquely personal and fan-driven endorsement moment in the NBA landscape.

The partnership comes after months of viral buildup — beginning when Hart was repeatedly spotted courtside and on the bench eating Mike and Ike candies during Knicks playoff games earlier this year. What started as a lighthearted social media moment turned into a full-fledged collaboration after Hart tweeted that he was “waiting on the deal,” prompting fans (and even Mike and Ike’s official account) to flood timelines with calls to make it happen.

Now, that running gag has become a reality: Hart is not just an ambassador, but the brand’s inaugural Chief Candy Officer, a title that bridges humor, authenticity, and influence.

“Anyone who knows me knows Mike and Ike isn’t just a candy to me — it’s the candy,” Hart said in the announcement. “I’ve been eating these candies since I was a kid, and I still keep boxes stashed everywhere — at home, in my locker, on the plane. It’s been my number one candy forever, so stepping into this role as Chief Candy Officer feels like the ultimate full-circle moment. This isn’t just a title — it’s me representing the candy I’ve loved my whole life.”

For Mike and Ike, the deal reflects a shift toward culture-based marketing, leaning into authentic, personality-driven partnerships rather than traditional celebrity endorsements. The brand’s marketing team confirmed that Hart will co-develop custom product activations, limited-edition packaging, and digital content tied to the 2025–26 NBA season.

For Hart, the deal adds another layer to a quietly expanding brand portfolio. The New York Knicks guard-forward, known for his charisma and social media presence, has become one of the league’s most relatable personalities. Beyond Mike and Ike, he’s worked with Nike, Doordash, and Chipotle, while also co-hosting the “Roommates Show” podcast with teammates Jalen Brunson and Donte DiVincenzo — which has built a cult following for its humor and behind-the-scenes look at NBA life.