SBD/April 6, 2011/Marketing and Sponsorship

Jordan Brand Unveils New Jordan Fly Wade As Lightest Jordan Basketball Shoe

The Jordan Fly Wade shoe will be available in the U.S. and China in May
Jordan Brand yesterday unveiled the Jordan Fly Wade, Heat G Dwyane Wade’s first signature shoe with the brand. The Jordan Fly Wade is the lightest Jordan basketball shoe to date. The first two colorways of the shoe will be available in the U.S. on May 5 and in China on May 7, with the final two colorways being released in June. Wade joins Hornets G Chris Paul, Knicks F Carmelo Anthony and Yankees SS Derek Jeter as athletes with their own signature Jordan line (Nike). Wade said he does not feel any pressure being a part of Jordan Brand. Wade: “I actually had more pressure at Converse when I was the face of the brand and I was really the only one. Now I have a great opportunity to bring my marketability to the great Jordan brand.” Wade added, “I’m so happy and thankful for Converse. When I was drafted … no one was knocking down the door to sign me to a shoe deal. They gave me a chance and helped me accomplish a lifelong dream, which was to have a signature shoe. But after a while, I did feel like it was time for a change. And since Nike bought Converse, the decision to come over to Jordan was supported by Nike Inc." He noted the fact Michael Jordan wanted him associated with the brand "was obviously a big honor” (, 4/5).

NO FLASH IN THE PAN: Wade's shoe was formally unveiled Monday at The Setai Hotel & Resort in Miami, and Wade was asked whether "teaming up with LeBron James and Chris Bosh -- and the subsequent media and fan backlash -- has affected his marketability." Wade, who has deals with Nike, T-Mobile and Gatorade, said, "Not at all. I think that it only brings more attention. ... This is the most attention that I've ever (received) in my basketball career." He did say his marketing profile "could be higher if we raise that trophy in June" (, 4/5).
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