ESPN Negotiates Out-Of-Home TV Deals Under Armour Providing UAB Apparel Philly Retailers Cash In On Wentz' Hot Start Mondelez Signs New Sponsorship With USOC Nike's LeBron, Durant Shoes Sales Sagging Infiniti To Sponsor Braves At SunTrust Park Under Armour's Newton Ad Becomes Game Dustin Johnson Re-Ups With Adidas For Apparel Marketplace Roundup Dr. J Sells Rights To Name, Image
SBD/November 28, 2012/Marketing and Sponsorship
Dwyane Wade Out To Prove Li-Ning "Just As Good" As Jordan, Other Brands
Published November 28, 2012
Q: Do you think your decision will start to break the stranglehold that Nike and Brand Jordan have on the shoe game?
Wade: No, nothing dramatic right now. ... We just want to make an imprint, and prove, obviously, that our brand is just as good as any other brand.
Q: You had total control over design, construction, colors?
Wade: Yeah. It was tough. I had a short period of time to do everything. ... Normally you need a whole year, or a year and a half, or so more to create something. ... They did a great job of listening to kind of what I was saying I look for, and tried to create that with the first shoe. Obviously it'll get better as we go on.
Q: Did you get any resistance from your camp -- your agent, or anyone else -- to doing this?
Wade: They let me make the decision. They brought it to me. Once they brought it to me, obviously I've been with the Nike umbrella my whole career, college, etcetera. So that was my first feeling was, I have to give them (Brand Jordan) a shot to see if they really want me. ... I listened to them and gave them the first chance, and I decided it was time to move on.
Q: Did the Li-Ning people do anything to blow you away?
Wade: I've met and talked with Mr. Li Ning on many occasions, so many different times, and him telling me the importance of me being a partner, and not just an endorser. ... When I first went over to Jordan, it was cool, it was something I wanted to do. And once you realize what's the cool thing about it was, I wasn't a part of. The cool thing about Jordan is retro. And I'm not a part of that. Once I was in there, and it became, OK, now this is where you're at and this is the business of it, I seen some things that I felt probably wasn't good for me (NBA.com, 11/26).