Dwyane Wade Invests In KICKS CREW To Expand His Sneaker and Apparel Brand Globally

Dwyane Wade has widened his footprint in the sneaker space.

Way of Wade

In 2012, the three-time NBA champion launched the Way of Wade brand, alongside Li-Ning, a Chinese athletic apparel and footwear brand founded in 1990 by Olympic champion gymnast Li Ning, its website notes. Within a year of forming the partnership, six signature shoes launched, and now the Way of Wade brand is in its 10th iteration.

Expanding Globally

Wade plans to scale Way of Wade through global sneaker platform KICKS CREW after becoming its latest investor, according to Sports Illustrated. This will unlock increased support in product development, marketing, and international distribution. Wade will still retain creative and operational control of his brand.

“KICKS CREW is redefining what it means to empower athletes. This isn’t just about selling sneakers—it’s about ownership, control, and building something that lasts,” Wade said, according to a press release. “With KICKS CREW, the Way of Wade brand can grow on a global scale while staying true to our vision. They give us the resources, platform, and freedom to create and distribute our products our way. That’s the future, and I’m proud to be part of it.”

What’s more, Wade is joined by fellow NBA All-Star D’Angelo Russell as an investor in KICKS CREW. The two are already connected through Way of Wade, with Russell recently landing his first signature sneaker under the brand.

“We’re not just joining a marketplace—we’re rewriting the rules,” Russell expressed. “What KICKS CREW is building is bigger than products. It’s about creativity, community, and giving athletes a platform to move culture in real time. I had to be a part of that.”

Partnership To Officially Launch At Fanatics Fest NYC

The partnership will officially kick into gear at Fanatics Fest NYC (June 20–22).

“KICKS CREW, Dwyane Wade, and D’Angelo Russell will showcase the Way of Wade Experience—an immersive activation highlighting the brand’s legacy, featuring first access to the KICKS CREW x Way of Wade DLO 1 ‘Royal Blue Skies,’ limited to 300 pairs worldwide,” KICKS CREW shared on Instagram.