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SBD/April 6, 2011/Marketing and Sponsorship
Jordan Brand Unveils New Jordan Fly Wade As Lightest Jordan Basketball Shoe
Published April 6, 2011
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" (ESPN.com, 4/5).