Partnership to debut at Fanatics Fest with Way of Wade Experience and exclusive KICKS CREW x Way of Wade DLO 1 collaboration (Limited to 300 pairs worldwide)
NEW YORK, June 16, 2025 /PRNewswire/ -- KICKS CREW, the leading global digital platform connecting millions of users to the products they love, proudly announces NBA Hall of Famer Dwyane Wade and NBA All-Star guard D'Angelo Russell as its newest investors and CREW Athletes, further cementing KICKS CREW's mission to create a new model where athletes don't just endorse brands—they build them.
A long-time advocate for athlete ownership and creative control, Dwyane Wade brings his deep-rooted legacy in footwear and global influence through his Way of Wade brand. For D'Angelo Russell, known for his creativity on and off the court, this investment signals his commitment to shaping what's next in sneaker culture and digital commerce.
"KICKS CREW is redefining what it means to empower athletes. This isn't just about selling sneakers—it's about ownership, control, and building something that lasts. With KICKS CREW, the Way of Wade brand can grow on a global scale while staying true to our vision. They give us the resources, platform, and freedom to create and distribute our products our way. That's the future, and I'm proud to be part of it," said Dwyane Wade.
"We're not just joining a marketplace—we're rewriting the rules," added D'Angelo Russell. "What KICKS CREW is building is bigger than products. It's about creativity, community, and giving athletes a platform to move culture in real time. I had to be a part of that."
KICKS CREW serves millions of customers in over 100 countries and has been instrumental in introducing international brands, like Way of Wade, to global markets. With a proven track record of successful Way of Wade launches and an established, growing customer base, KICKS CREW is uniquely positioned to scale the brand globally. This partnership will deepen that relationship, providing Way of Wade with full-spectrum support across product development, marketing, and international distribution, while maintaining creative and operational control.
"Dwyane Wade has always been ahead of the curve—from his legendary career to how he's championed athlete ownership and international sneaker culture through Way of Wade," said Ross Adrian Yip, co-founder of KICKS CREW. "With Dwyane and D'Angelo, we're not just launching signature products—we're building a future where athletes lead with direct ownership in their own platform. Their belief in what we're creating is a huge step forward as we integrate content, storytelling, and product into a unified global platform."
This new partnership will officially launch at Fanatics Fest NYC (June 20 - 22), where Dwyane Wade, D'Angelo Russell, and KICKS CREW will host an immersive booth celebrating the legacy of Way of Wade and offer exclusive first access to the KICKS CREW x Way of Wade DLO 1 'Royal Blue Skies' collaboration limited to 300 pairs worldwide. The space will feature interactive product storytelling, autographed memorabilia giveaways, and exclusive content designed to showcase the future of athlete-built brands.
ABOUT KICKS CREW
KICKS CREW is the world's most trusted digital platform for footwear, apparel, and collectibles, connecting brands and retailers with a global community of consumers. With authenticity at our core, every item is sourced directly from authorized partners and brands, ensuring transparency and trust at every step. Supported by sports icons Damian Lillard, Kyrie Irving, and Dwyane Wade, KICKS CREW redefines athlete empowerment. We empower athletes with unmatched ownership and control over their products, marketing, and distribution, allowing them to break free from traditional endorsement limitations. With comprehensive brand, product, marketing, and operational support powered by cutting-edge technology, KICKS CREW is creating the premier platform for athletes and brands to launch, scale, and control their businesses.
ABOUT DWYANE WADE
Dwyane Wade is an entrepreneur with partnerships including Way of Wade, MISSION, Stance, BallerTV, Proudly, Aramis, Versace, TMRW Sports, Wade Cellars, Thorne, and Jeeter. Wade has stakes in the Utah Jazz, Chicago Sky, and Smith Entertainment Group. The WY Network is Wade's digital show and podcast network, which includes the hero show Time Out, where you can find unfiltered basketball, lifestyle, and cultural conversations. Founder of 59th & Prairie Entertainment, he is an executive producer of Emmy and Oscar-winning projects. He is the New York Times bestselling author of A Father First, co-authored the New York Times bestselling children's book Shady Baby, and released his photographic memoir DWYANE in 2021. His Wade Family Foundation provides relief to marginalized communities in need. As an NBA player for sixteen seasons and primarily with the Miami Heat, he was selected as an NBA All-Star 13 times, won three NBA championships, and was named the 2006 NBA Finals Most Valuable Player. He is an Olympic Gold medalist, was named to the NBA's 75th Anniversary team as one of the 75 greatest players in NBA history, and was inducted into the 2023 Naismith Memorial Basketball Hall of Fame. In 2024, his legacy was cemented in Miami Heat history when he became the team's first player to have a statue erected outside the Kaseya Center.
ABOUT D'ANGELO RUSSELL
D'Angelo Russell is a professional basketball player in the National Basketball Association (NBA). Drafted second overall in the 2015 NBA Draft, Russell quickly rose to prominence with his high basketball IQ and playmaking. In 2019, he made his first NBA All-Star appearance and became the first signature athlete for Way of Wade, launching the next chapter of his career by merging his passion for performance and personal storytelling through footwear and design.
ABOUT WAY OF WADE
Launched in 2012 in partnership with Li-Ning, the Way of Wade line is one of the best-selling performance basketball lines worldwide. Each iteration of the Way of Wade series is a testament to Wade's influence on basketball and fashion, blending performance with design to create shoes that resonate with fans worldwide. The Way of Wade brand continues to evolve, reflecting Wade's ongoing contributions to sports, fashion, and philanthropy.
** The press release content is from PR Newswire. Bastille Post is not involved in its creation. **
NBA Hall of Famer Dwyane Wade and NBA All-Star D'Angelo Russell Invest in Global Platform KICKS CREW
