Kicks Crew taps Dwyane Wade, D’Angelo Russell as investors and brand ambassadors

Digital platform Kicks Crew announced on Monday that NBA Hall of Famer Dwyane Wade and NBA All-Star guard D’Angelo Russell have joined the company as investors and brand ambassadors.

In this role, Wade will bring his deep-rooted legacy in footwear and global influence through his Way of Wade brand.

“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,” said Wade. 

“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.”

Likewise, Russell will help shape what’s next in sneaker culture and digital commerce.

“We’re not just joining a marketplace—we’re rewriting the rules,” added 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 currently serves customers in more than 100 countries and has played a key role in introducing international brands like Way of Wade to a broader global audience. It is also supported by sports icons Damian Lillard and Kyrie Irving.

The new partnership will make its public debut at Fanatics Fest NYC, taking place from June 20 to the 22, where Wade, Russell, and Kicks Crew will host an immersive booth celebrating the legacy of Way of Wade. 

“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.”