WAY OF WADE
Li-Ning, the largest athletic brand in China, had almost no brand recognition in the U.S. But with that scarcity came a passionate following in sneakerhead community. On a shoestring budget, we crafted event-based, guerrilla activations on the ground for the exclusive launch of Brand Wade shoes.
Leveraging Dwyane Wade’s social channels, we revamped WayOfWade.com and turned it into a creative hub and retail platform to support the launch. The push worked. Brand Wade's Overtown shoes sold out in 15 minutes on WayOfWade.com, bringing heat to the brand in organic and unconventional ways.
Collaborating with renowned street artist, INSA, we painted a mixed media mural in the Arts district of Miami during Art Basel. The "Gif-itti" technique was as unique, layered and artful as the Brand Wade shoes. We saw marked impact disproportionate to marketing spend on INSA’s work, with over 200,000 likes on Instagram, coverage in Complex and Fast Company, and the shoe release featured by ESPN.