Dwyane Wade

Anita  Elberse; Jennifer  Schoppe

Case | HBS Case Collection | September 2016

Dwyane Wade

by Anita Elberse and Jennifer Schoppe

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: Sports; entertainment; branding; fashion; superstar; celebrity endorsement; innovation; Creative Industries; Talent; marketing; general management; strategy; China; Personal Development and Career; Sports; Brands and Branding; Consumer Products Industry; Fashion Industry; Sports Industry; China;

Language: English

Format: Print

30 pages

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Citation:

Elberse, Anita, and Jennifer Schoppe. "Dwyane Wade." Harvard Business School Case 517-035, September 2016.

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Dwyane Wade

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