SBD/Issue 112/Sponsorships, Advertising & Marketing

New Eyewear Fashion: Dwyane Wade Starts Unique Band-Aid Trend

Wade Has Been Amazed By
Fans Copying Band-Aid Trend
Heat G Dwyane Wade has "not only made it kind of cool to wear a Band-Aid with his own name on it across his face, but he got half an arena full of people to wear one, too," according to Israel Gutierrez of the MIAMI HERALD. Wade began wearing a Band-Aid to protect several stitches under his left eye that resulted from being hit by Bobcats F Juwan Howard on February 8. Wade wore an American flag bandage for two games. He then went from a "patriotic bandage to an All-Star design to one with 'Wade' on it to the largest release, a 'Flash' bandage, complete with a lightning bolt." In the process, Wade has transformed the trend of wearing Band-Aids "from kind of cool to an all-out trend." Wade said of Heat fans copying the style at recent home games, "I was kind of amazed by it. ... It's like, hey, when you do things, certain people will look at it and think it's kind of cool." Wade said of the name of the bandage, "I'm going back and forth. I like Band-Wades, but Wade-Bands as well. It's kind of like bandage and Band-Aid. You could say either one." Gutierrez writes the NBA might ask Wade "to lose the look entirely" or "require a bandage with the NBA logo on it." Either way, Wade's injury "has to close up some time." Wade: "Hopefully by then, my website will be up. And people will already know how to get custom Wade-Bands" (MIAMI HERALD, 2/27). Rapper Lil Wayne appeared at Tuesday's Pistons-Heat game at AmericanAirlines Arena sporting a "Wade-Aid," and ESPN's Tim Legler said, "When Lil Wayne puts it on, you know it has arrived." Wade after the game jokingly said, "You can go get it at bandwade.com" ("NBA Fastbreak," ESPN, 2/24).

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