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  • September 2016 (Revised April 2020)
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Dwyane Wade

By: Anita Elberse and Jennifer Schoppe
  • Format:Print
  • | Language:English
  • | Pages:30
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Abstract

In July 2016, while on his annual China tour to help promote the sportswear brand Li-Ning, basketball superstar Dwyane Wade and his long-time business manager, Lisa Joseph-Metelus, face a decision regarding one of his other business partnerships—that with the American company Stance, known for its colorful socks. Involved with the young company since 2013, Wade quickly established himself as Stance’s most successful brand ambassador. But recently, several younger players had also come on board as endorsers, and Stance had entered into an overall sponsorship deal with the NBA. With his Stance deal coming up for renewal in October 2016, what kind of deal should Wade and Joseph-Metelus propose to Stance? And how would a newly structured partnership fit into Wade’s overall business portfolio—including his plans for after his active basketball career?

Keywords

Branding; Fashion; Superstar; Celebrity Endorsement; Innovation; Creative Industries; Talent; General Management; Sports; Entertainment; Brands and Branding; Marketing; Management; Strategy; Personal Development and Career; Consumer Products Industry; Fashion Industry; Sports Industry; China

Citation

Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016. (Revised April 2020.)
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About The Author

Anita Elberse

Marketing
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Related Work

    • September 2016 (Revised April 2020)
    • Faculty Research

    Dwyane Wade

    By: Anita Elberse and Jennifer Schoppe
Related Work
  • Dwyane Wade By: Anita Elberse and Jennifer Schoppe
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