He is explosive and exciting on the court, a fan
favorite off it, and he is even one of the few popular media targets painted
positively.
His name is one of the most recognizable amongst
current players, and his international popularity has only increased since he
teamed up with fellow superstar LeBron James in South Beach.
Thus, logically you would think Wade would be a lock
for serious shoe sales. Players of his caliber and level of fanfare usually
have a bunch of brands begging the player to put their name on a product.
Jordan, Carmelo, Kobe, and LeBron can all be associated with a shoe line.
Wade’s explosive ability and popularity would
seemingly make him an ideal player to push products. A cool nickname like
“Flash” seemed to work in his favor as well, as you could almost envision Nike
building a line, complete with an annual signature shoe like the ‘Nike Air
Wade’, around his ‘Flash’ persona.
However, throughout his career, for whatever reason,
Wade has been unable to carry a signature shoe.
He started off with Converse, which hasn’t been hip
with the NBA crowd since the days of Dr. J. Not surprisingly, the deal didn’t
last too long, and you would be hard pressed to find any remaining pairs still
floating around.
Looks like a dream team. |
Many thought the high-flying Wade would be a great
fit with the air-associated Jordan Brand, but for whatever reason, the shoes
didn’t sell. Sure, the Air Jordan Fly Wade could been seen on shelves for a
couple seasons, but they didn’t create the buzz expected from a superstar’s
shoe.
So, before this season started, Wade was on the move
again. For a guy that has only called one NBA franchise home for the entirety
of his career, he sure has sampled some shoes.
This season however, Wade did the unexpected, and
signed with Chinese brand, Li-Ning, little known on this side of the sea. 76ers’
forward Evan Turner is one of the few who sports the shoes in the League at
this point, but the brand is looking to break into the NBA.
It was a monetary move for Wade, who will be benefiting from a nice contract from the Chinese apparel company, so maybe it
makes sense in that regard. However, it still seems kind of strange to have one
of the NBA’s biggest stars sporting a little known foreign footwear company,
rather than building their own brand.
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