Dwyane Wade - Stance Socks - Brand Partnerships #BeyondTheGame

Since All-Star 2020 was last weekend in Chicago it’s only right that I was tasked with a group assignment to write a case analysis on Dwyane Wade’s partnership with Stance Socks in my Sports Entrepreneurship class. The Harvard Business School case was prepared by the legendary Anita Elberse who is an expert on the business of entertainment, media and sports. An avid basketball fan I have followed Wade’s moves on and off the court for his entire career. Often referred to as ‘Flash’ for his ability to split screens, knockdown floaters and unassumingly dunk on big men D Wade has made a flash in his second career as a businessman. The case highlighted his career as the face of the Miami Heat and the city of Chicago but also the moves he made as his career began to wind down. An advocate for athlete empowerment with an interest in helping professional athletes utilize their platform to capitalize on their image and likeness I was thoroughly impressed with Dwyane Wade’s book of business. His portfolio includes partnerships with brands such as Gatorade, Hublot, Li Ning, and Stance Socks – not to mention eight other notable brands. He has worked with Creative Artists Agency (CAA) to build a trusted team of advisors and managers that selectively target partnerships that would benefit his portfolio and their product/service. 

My biggest take-a-ways from the case were:

• Stance socks wanted an opportunity to develop a global brand and penetrate the second-largest consumer market in the world. Their solution was to fine-tune an endorsement deal with HOF NBA talent, Dwyane Wade for maximum reach and impact.
• Wade’s off-court persona as an eclectic fashion icon, paired with his adroit manipulation of social media tools make him an ideal marketing talent for the digital age. 
• Stance rapidly achieved market penetration with celebrity currency and collaborated with other trendsetters (Rhianna, Laura Enever, etc. )to create immediate relevance of their offering in popular culture. 

Performing the case analysis and seeing success stories of brands building fruitful partnerships only heightened my desire to work in a space where I can utilize my creative skill set to help brands/players go Beyond the Game (shameless plug). 

As always forward direction at ALL times.