Dwyane Wade Breathes Rare Air With Michael Jordan and Kobe Bryant Amid $89.6 Billion Market Woes

Dwyane Wade knows his way around sneakers. From his early days endorsing Converse to his switch to Jordan Brand and eventually signing a lifetime deal with Li-Ning, Wade has seen it all. So, when he dropped a bombshell about the sneaker industry on Carmelo Anthony’s podcast, it caught everyone off guard. He noted that the fashion-driven approach in sneakers isn’t exactly working out in the market.

Meanwhile, Melo had his own take on the $89.6 billion sneaker industry. He pointed out how designers today are prioritizing fashion over function, using sneakers as a way to express culture. “Today also they have a lot more, they have a lot more opportunities to do creative things with their sneakers, right? They told us we had, I had to be all white or all black,” Melo shared.

However, D-Wade believes that despite fashion and culture’s influence, they haven’t been sufficient to sustain high sales. “The shoe business is down. To me, I think it’s function because fashion ain’t working. No one damn anybody running out to the stores buying signature shoes from athletes like that,” Wade said bluntly. Yet, despite this grim reality, he still finds himself in elite company. He’s making a prestigious sneaker list alongside Michael Jordan and Kobe Bryant.

ClutchPoints recently released a list of NBA players with the most signature shoes, and Wade’s name was right up there. The list includes Carmelo Anthony, Kevin Garnett, Derrick Rose, Allen Iverson, LeBron James, Michael Jordan, Kobe Bryant, and notably, D-Wade, who boasts an impressive 21 signature sneakers.

While the broader sneaker market struggles, Wade stands as an exception. His Li-Ning partnership continues to thrive, proving that performance-driven sneakers still have a place when executed correctly.

Oct 28, 2024; Miami, Florida, USA; Former Miami Heat guard Dwyane Wade honored at halftime during the game against the Detroit Pistons at Kaseya Center. Mandatory Credit: Rhona Wise-Imagn Images

Wade couldn’t help but flex this achievement. He shared the list on his Instagram story with the caption, “The kid is still out here cooking @wayofwade.” His journey with Li-Ning, which began in 2012 with a $10 million deal, has turned into something much bigger. As the chief brand officer, Wade now has something for fans too.

Dwyane Wade’s 11th signature sneaker shines in the “Sunrise” colorway

The Miami Heat legend has teamed up with KICKS CREW and Li-Ning to drop the Way of Wade 11 “Sunrise,” the latest edition of his eleventh signature shoe. Wade’s move from Jordan Brand to Li-Ning in 2012 was considered risky at the time. Unlike LeBron James and Kevin Durant, who secured long-term deals with Nike, Wade bet on the rising Chinese sportswear giant. An unconventional move that has since paid off in longevity and creative control.

This latest release isn’t just about aesthetics, it tells a story. Wade’s story.

The “Sunrise” colorway features a black base with striking orange and pink gradient accents, mimicking the first light of day. But it goes deeper than just a Heat-inspired theme. The color transition represents Wade’s mindset of starting strong every morning and putting in the work while the world is still waking up.

For those looking to get their hands on a pair, the Way of Wade 11 “Sunrise” officially dropped on Saturday, March 15, 2025. Available on KICKSCREW.com and wayofwade.com, the sneaker will retail for $225 in adult sizes. Beyond its eye-catching design, this shoe is built for elite performance, packing the latest tech innovations.

From a premium leather upper for durability to a Carbon Core Drive System that enhances energy return, every detail of the Way of Wade 11 is engineered for excellence. The midsole EVA Frame ensures stability, while the TPU Heel Counter showcases key moments from Wade’s journey. And with a GCU Outsole designed for superior grip.

As athlete-driven sneakers struggle to maintain dominance, Wade’s journey with Li-Ning offers a blueprint for longevity. While brands chase fast-fashion trends, Wade’s focus on performance-driven footwear is a reminder of true innovation. When authenticity drives it, success always attracts an audience. Whether the industry rebounds is uncertain, but one thing is clear: Dwyane Wade is shaping the new wave of sneaker culture.

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