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Apr052011

D-Wade Generates More Marketing Heat With First Jordan Brand Signature Shoe

April 5, 2011: Dwyane Wade continues to be the player among the Miami Heat "Big Three" who is making the most of national attention.

Wade, who has been starring in a series of commercials for Nike's Jordan Brand, "Dominate Another Day," now gets to boast his first signature shoe with the basketball shoe company. According to Jordan Brand, the Jordan Fly Wade "is the lightest Jordan basketball shoe to-date and was designed to help today’s best athletes perform at their highest level late in the season."

Wade signed with Jordan Brand in July 2009 after spending his first six years in the NBA with Converse (which is also a division of Nike). Among the others on Team Jordan with signature shoes are Chris Paul, Carmelo Anthony and Derek Jeter.

Wade's marketing deals also include T-Mobile and Gatorade. Wade's high-profile teammates, LeBron James and Chris Bosh, both have deals with Nike. Mke Bibby, point guard with the Heat, is also a member of Team Jordan.

The launch is timed to coincide with the NBA playoffs, during which Jordan Brand will support with marketing. The first two color versions of the Jordan Fly Wade will be available in the U.S. on May 5 (MSRP $140). Two additional versions will be available in June.

Dwyane Wade's first signature shoe for Jordan Brand will come in four color versions.“I’m thrilled to unveil my first signature shoe with Jordan Brand,” Wade said in a statement. “This lightweight performance shoe complements my style of play on the court and will help elevate my game during the playoffs.”

According to Jordan Brand, designers Mark Smith, Jordan creative director, and Tom Luedecke, Jordan senior footwear designer, worked closely with Wade to "create a shoe inspired by his aggressive style of play on court." The Jordan Fly Wade features a Nike Zoom unit in the forefoot and Max Air unit in the heel to "complement Wade’s relentless approach to the game and provide enough support to take him deep into the playoffs," per Jordan Brand.

Dwyane Wade Channels Bond, James Bond For Jordan Brand

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Reader Comments (3)

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