The Way of Wade
DWYANE WADE ELECTRIFIED SNEAKERHEADS & WE DELIVERED THE SHOES
NBA star Dwyane Wade was a great client. Wade like to get in there, get his hands dirty, and do things his own way. And that extended to his sneaker line from Li-Ning.
Our team pitched and won this campaign by creating an intricately laddered rollout campaign for what turned out to be the biggest, most-collectable sneakers of the year.
Wade was hands on with his brand and we were there with our cameras as he made decisions. By selectively releasing that footage through Wade’s social channels we stoked an incredible demand for the sneakers.
Then we dropped the shoes on the world via an ecommerce site that I built. Boom—5K pairs sold out in less than 5 minutes.
NEXT WE GAVE BACK
Dwyane Wade is all about Miami and his youth center, where he is—true to form—involved on a day-to-day basis.
To give Wade an assist, we were ready with a pair of his new shoes, which we put on auction on eBay as soon as they sold out on ecomm. They sold for $10K and we supplied Wade with an oversized check to deliver to his kids.
GIF-FITI, GRAFFITI FOR THE DIGITAL ERA
Wade personally challenged us to invent an activation for Art Basel Miami that could have it’s own life on social media, so we hit up our buddy INSA, graffiti artist extraordinaire.
My team worked closely with INSA to formulate a new kind of graffiti—GIF-iti, which was a mural that changed on a daily basis and resulted in, after some nice teasing buildup, a magnificent GIF that ran across Wade and Art Basel social channels.
BEST FOR LAST: WE threw a party—AND TURNED IT INTO A MEDIA TRIUMPH
After four sold-out sneaker releases, we wanted to give Dwyane Wades “birthday” edition shoes some extra-special hype.
So we invited NBA stars, movie and music industry ballers and King James himself to a surprise birthday party we arranged in the Miami harbor where we had wrapped the biggest boat we could find in Wade dazzle camo.
LeBron was so impressed he captured and broadcast updates from the party all on his own. People gathered all along the waterfront to wave and cheer, and local news copters chased us into the wee hours.
The next day we were front page on newspapers and web sites worldwide. Wade’s birthday sneakers? They sold out in one minute flat.
WATCH AN OVERVIEW OF THE WHOLE CAMPAIGN
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