Brand Editorial Strategy + Design.

Expressionº

How we helped Dwyane Wade showcase his talents on a bigger stage than the Miami Arena

An editorial for Tampa Bay Business & Wealth Magazine.

3-time NBA Champion
12-time NBA All-Star
NBA Finals MVP

Dwayne Wade has put together a Hall of Fame caliber career with the NBA, and now, just two months before the end of his final regular season, he has positioned himself to continue winning long after the final buzzer sounds.

The Miami Heat’s star guard announced his return to the team – and upcoming departure from the league with his catchy “One Last Dance…” viral video announcement on YouTube last summer. A prelude for things to come, and an acknowledgement that impending retirement was but a mere opportunity to brand yet another facet of his “game”.

While the casual fan may recognize Wade from his televised highlights and amazing play on the court, the business community has enjoyed front row seats as this team captain turned CEO has engaged in multiple business deals, adding to his corporate playbook for the last 10+ years.

So now, as one of the biggest modern-day basketball megastars readies himself for retirement from the court, his journey in the business world is coming to the forefront. And that’s where a Tampa Bay company came into play.

Paige Thomas, Brand architect and Managing Principal of creative consultancy, Elevate Branding, Inc., remembers when she first crossed paths with Wade’s team three years ago:

“It was kind of just one of those random relationships – my copywriter at the time happened to be dating a photographer who worked for a gentleman named Bob Metelus,” Thomas recalls and laughs. “He insisted I meet his boss, but never disclosed who he was or who he worked with…”

Metelus happened to be Wade’s personal photographer and production media director. He was in charge of all of Wade’s imagery, from lifestyle and editorial photography to video content and everything in between. “I will never forget our first conference call. While I was presenting one of my projects to him, the next thing I remember him saying was ‘I’m going to change your life.”

“I was blown away by her work when I saw it. It was so clean and professional,” Metelus said of Thomas’s portfolio. “I come from a corporate background and it felt corporate to me – it felt upscale. She has a way of making the complex look simple.”

At the start of their call, Thomas still had no idea of Metelus’ high-profile clients. It wasn’t till towards the end of the call did she learn who he worked with.

She wound up helping Metelus with a couple promo projects for All-Stars – but it wasn’t until months later when the conversation turned to Dwyane Wade and the project of a lifetime.

“They were looking for a communication that captured all of Wade’s business investments, projects and accomplishments into one, something that hadn’t been done before,” explains Thomas, whose firm specializes in brand strategy, identity, and experiential design. “Dwyane was one of those rare players that explored the world of business and branding during his career versus after retirement. He was involved in many things that a lot of people weren’t aware of. In honor of their request, we suggested creating his first brand portfolio that would present his story and business partnerships in one publication.”

The goal: Position Wade to appeal to investors and other potential partnerships.

“What do investors care about? Besides performance, they care about the person they’re investing in,” Thomas says. “That’s the question which began our process.”

Her objective was to illustrate Wade’s unique mindset around success – both on and off the court. She says she wanted to draw a compelling parallel between him as a person and his incredible athletic accomplishments to convey his immeasurable potential beyond the sport.

“His humility, leadership, and his relentless drive to overcome adversity is what defines his legacy. Wade is ambitious, creative and unapologetic, and looks at things from a different perspective. One of the lines in our book reads “He exists in a space created by his own willingness to challenge the norm.” Thomas says. This is a person that lives by his mantra, “make your own way.” – and we wanted this book to capture that….”

Once they concluded this positioning, she developed the content strategy with her consulting partner, Alfonso Boatright, a published sports writer and business management consultant. Boatright wrote the copy, and Thomas provided the editing and designed the editorial. Together they knew that in order to create a piece that would motivate and inspire, there had to be a deeper meaning to the work.

Boatright surmised, “World class athletes are easy targets for endorsements because they don’t have to offer anything more than their success in the game they love. Wade, like so many other pro athletes, has spent his life developing a portfolio of experiences. When we can convey that experience as a whole, (personal, sports, business), as his TRUE brand, then his legacy can and will transcend the game. This is what will not only open boardroom doors for Wade, but will pave the way for other athletes to transition into serious corporate partnerships and negotiations.”

The end result?

“The Portfolio” – 40 pages carefully curated to capture Wade’s story and success for his “next chapter” conversations. In it, they visually depict the journey of Dwyane Wade the person, Wade the player, and how both relate to the business – through his athletic career, partnerships, and community involvement.

“It’s not the traditional-looking piece, because he’s not the traditional-minded business person. You have to understand that about him, first, to understand why he is a great business partner.”

“He fully embraces who he is, what he’s a part of, and what he’s connected to,” Metelus says. “Dwyane develops everything he touches, and with this, his brand really stands on its own.”

Now, just past the All Star Break, a halftime intermission of Wade’s “One Last Dance”, the end of the regular season is quickly approaching. And as the world watches to see what comes next, Thomas says, she will always be grateful for the opportunity to illustrate this legend’s story.

“I’m excited to see what the next chapter holds for him post retirement. This project serves as a shining example of what a little creativity mixed with fearless determination can do for a lifestyle brand. I hope that in the future more professional athletes will recognize the true power of their life’s work in and away from the game. When it comes to developing their brand, you can’t be afraid to integrate everything.”

While his final season may be coming to a close, he will surely have no problem trading in the jersey for a business suit as he opens up his corporate playbook for all the world to see.