Kicks Crew Partners With Wade and Russell at Fanatics Fest 2025
Kicks Crew is making headlines as it teams up with NBA legends Dwyane Wade and D’Angelo Russell for a groundbreaking partnership debuting at Fanatics Fest 2025.
Kicks Crew is making headlines as it teams up with NBA legends Dwyane Wade and D’Angelo Russell for a groundbreaking partnership debuting at Fanatics Fest 2025.
The global online sneaker marketplace, has announced NBA Hall of Famer Dwyane Wade and NBA guard D’Angelo Russell as its newest investors and ambassador athletes. The move comes as the company continues to reshape the relationship between athletes and sneaker platforms, emphasizing ownership, creative control, and global reach.
A New Era for Athlete Empowerment
The terms of Dwyane Wade and D’Angelo Russell’s investment were not disclosed, but their involvement highlights a significant step for both Kicks Crew and the athletes’ own brands. Wade, who has long championed athlete ownership through his “Way of Wade” brand,said:
“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”.
Russell, who recently debuted his first signature sneaker, the DLo-1, under the Way of Wade brand,added:
“We’re not just joining a marketplace—we’re rewriting the rules. 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”.
Strategic Partnership and Global Impact
Kicks Crew currently serves millions of customers in over 100 countries and has played a pivotal role in introducing international brands like Way of Wade to a broader audience. The partnership will provide full-spectrum support for Way of Wade including product development, marketing, and international distribution, all while maintaining creative and operational control for the athletes.
Ross Adrian Yip, co-founder of Kicks Crew,"highlighted" the significance of this collaboration:
“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.’ 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”.
Other NBA stars, including Damian Lillard and Kyrie Irving also support Kicks Crew further cementing its status as a hub for athlete-driven sneaker culture.
Public Launch at Fanatics Fest NYC
The new partnership will make its public debut at Fanatics Fest NYC taking place June 20–22. Wade, 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 just 300 pairs worldwide. The event will feature interactive product storytelling, autographed memorabilia giveaways, and exclusive content designed to showcase the future of athlete-built brands.
Looking Ahead
This partnership highlights the growing influence of athlete-driven brands and is clear evidence of Kicks Crew’s innovative approach to empowering athletes in the global sneaker industry. As Wade said, “That’s the future, and I’m proud to be part of it”.
