Dwyane Wade unlocks "next level", signs Russian basketball player Egor Demin to his Way of Wade empire in global power move

Even after Dwyane Wade 's farewell NBA game on April 9, 2019, his legacy is still growing. The three-time champion caused a stir in 2012 when he boldly quit Jordan Brand to work with Li-Ning . This move finally resulted in a lifetime contract and his unique ' Way of Wade ' brand. It is a joint venture between Li-Ning and Dwyane Wade and includes apparel, accessories, and shoes. Now, they unlocked a new level for the brand as they recently signed Egor Demin.

Dwyane Wade makes bold move as Way of Wade signs teenage sensation Egor Demin in a power deal
Dwyane Wade recently announced the same. Taking to Instagram , he posted a photo with the caption:

“Next level unlocked, just [inked] @3gorr to the @wayofwade brand.”

The brand’s official page, @wayofwade, followed up with a powerful message alongside a picture of Wade and Demin:

“The future is calling, and we are answering.”

For Wade, though, this was a calculated investment. Appreciating the commitment, Wade said,

“We are thrilled to have Egor Dëmin join Way of Wade as our newest athlete,… His attitude towards family, basketball, charity, and fashion resonates deeply with me. What he’s shown both on and off the court this pre-season reflects someone who is fully committed to the game and the Brooklyn community. We are excited to see what he achieves this season and in the future with our latest innovation.”




In another post by the brand, which the NBA icon shared, the caption read:

“The future is calling, and we’re answering. Li-Ning | Way of Wade is thrilled to welcome the next generational talent, @3gorr, to our family! Watching your incredible journey and fearless playstyle, we see a reflection of our own core belief: Anything is Possible. The #WayOfWade is built on legacy, innovation, and the courage to dream big. We can’t wait to embark on this exciting new chapter with you…”

As a clear indication of Li-Ning's expanding ambitions outside of China, the contract will include incentives for Demin that are linked to the company's commercial performance in foreign markets, particularly in Russia. To establish himself as a new face of the international brand, 18-year-old Demin will only wear Way of Wade trainers, take part in promotional activities and work with youth initiatives in China and Russia.

The signing, according to Li-Ning and Way of Wade, is more akin to a delicate handshake between the Chinese and Russian markets, which have close commercial relations. It is further exacerbated by the fact that Alibaba co-founder and Nets owner Joseph Tsai has a strong background in Chinese business. Wade has a wide-ranging presence, though, since he supports young women in basketball by owning shares in the NBA's Utah Jazz and a minority position in the Chicago Sky in 2023.

Dwyane Wade’s Way of Wade soars globally with innovative designs
A daring new era in athlete collaborations began in 2012 when Dwyane Wade joined with the Chinese sportswear behemoth Li-Ning and debuted his own signature line, Way of Wade. High-performance versions like the most recent Way of Wade 11 are part of his signature line, which has grown to encompass sublines like the Wade Shadow 6 and the adaptable Wade All City 12.

Each product honors Wade's legacy, inventiveness, and ongoing influence both on and off the court by fusing innovation with striking aesthetics. Since the debut of Wade's signature basketball shoes, which are currently in their ninth iteration, and the opening of Way of Wade retail locations throughout China, Way of Wade has expanded beyond the court.

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Wade hired NBA player D'Angelo Russell in 2019 to serve as the brand's new on-court spokesperson. Over the last ten years, Li-Ning has consistently pushed boundaries with Dwyane Wade's will to get stronger, which has inspired YOUNG DWADE globally.

Way of Wade 10 is the lightest combat boot in the series' history thanks to its top, which takes inspiration from nature and is as thin as a dragonfly's wings. The Way of Wade 10 opens a promising new chapter for the brand with its stronger propulsion, less weight, superior materials, all-around protection, and superior anti-slip properties.


Also read: Dwyane Wade’s father drops truth bombs that hilariously humble the NBA icon