Li-Ning taps Dwayne Wade

Chinese sportswear company Li-Ning and NBA superstar Dwayne Wade have unveiled a collection of athletic footwear and apparel branded Wade.

Wade will serve as the centerpiece of the corporation’s growing international basketball strategy, and be shaped by a strategic direction from the two-time NBA champion.

The partnership will seek to connect Wade’s methods of style, training, and personal growth with Li-Ning’s values of dream, inspiration and enterprise. It will draw upon the similar business and athletic philosophies upheld by Li Ning, a three-time Olympic gold medalist in Gymnastics in 1984 who founded the Chinese company.

“There are remarkable similarities between Dwayne and myself in this regard, and I could not be more excited about developing a brand with him that speaks to those shared views. At the same time, the Wade brand will deliver the high quality and performance characteristics consumers have come to expect of our company,” said Li Ning.

Wade will serve in an official capacity as chief brand officer and be responsible for guiding the creative direction of all Wade products. He will work with Li-Ning’s Wade leadership team to spearhead the global marketing strategies and initiatives aimed to build brand awareness in the US and China.

Wade will provide significant input and approve all future endorsers for the Wade brand, and be instrumental in selecting the athletes he feels best embody the presence, perspective and personality of the brand.

The agreement with Li-Ning was brokered by CAA Sports, a division of Creative Artists Agency (CAA). Wade also has partnerships with Gatorade, Hublot, Mission Athlete Care and Pepperidge Farm.


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