Dwyane Wade’s legacy continues to grow well beyond his final NBA game on April 9, 2019. The three-time champion, celebrated for his calculated risks both on and off the court, made waves in 2012 when he left Jordan Brand to partner with Li-Ning, a bold move that led to his signature “Way of Wade” line and, eventually, a lifetime deal. More than a decade later, Wade is still expanding that vision. He is working to turn his brand into a global symbol, and his latest move proves just how far it’s come.

Dwyane Wade has officially signed Brooklyn Nets rookie Egor Demin to his Way of Wade brand. Taking to Instagram, he announced the partnership, posting a photo with the caption: “Next level unlocked, just inked Egor Demin for Way of Wade.” The brand’s official page, @wayofwade, followed up with a powerful message alongside a picture of Wade and Demin: “The future is calling, and we are answering.” For Wade, though, this was a calculated investment.

Appreciating the commitment, Wade said, “We are thrilled to have Egor Dëmin join Way of Wade as our newest athlete,… His attitude towards family, basketball, charity, and fashion resonates deeply with me. What he’s shown both on and off the court this pre-season reflects someone who is fully committed to the game and the Brooklyn community. We are excited to see what he achieves this season and in the future with our latest innovation.”

Demin is a Russian guard who was selected eighth overall by the Brooklyn Nets in the 2025 NBA Draft. He joins Li-Ning and Way of Wade under a seven-figure deal negotiated by the marketing agent Bill Sanders, his on-court agent Nikola Filipovic, and Li-Ning International CEO Matthew Jung. The agreement makes Demin the first Russian athlete to sign with Way of Wade.

The contract will include incentives for Demin, tied to Li-Ning’s commercial performance in international markets, especially in Russia, obviously, highlighting the brand’s growing ambition beyond China. 18-year-old Demin will exclusively wear Way of Wade sneakers, participate in promotional events, and engage in youth programs in both Russia and China, solidifying his presence as a new face of the global brand.

For Li-Ning and Way of Wade, the signing is more like a subtle handshake between the Russian and the Chinese markets, which share strong business ties. It is also amplified by the fact that Nets owner Joseph Tsai, the co-founder of Alibaba, has deep roots in Chinese commerce. Wade, though, has a vast profile as he owns stakes in the NBA’s Utah Jazz and also has a minority ownership of the Chicago Sky in 2023, encouraging young women players in basketball.

Shoe contracts and rookie players are a tricky deal. Most of them sign off early with the popular brands, but Demin waited patiently through the draft process. This allowed him to secure a partnership that solidified his long-term value. He now joins an elite 2025 rookie class where Cooper Flagg (New Balance), Dylan Harper (Nike), VJ Edgecombe (Adidas), and Kon Knueppel (Jordan) have already inked major deals.

Li-Ning’s global rise and the Wade effect

In 2012, Li Ning was reeling from its worst year in over two decades. Profits took a sharp dip, which was as bad as 65 percent in 2011. The company had closed 30 percent of its stores and retreated from its initial U.S. push, focusing back on China. Leadership changes followed, but nothing helped to gain an overseas footprint. Amid the struggles, Li Ning needed a fresh face to regain global relevance.

Enter Dwyane Wade, one of the NBA’s top endorsers, whose personality and style extended beyond the court. While not a top seller for Jordan Brand, Wade offered the star power Li Ning lacked in the U.S., where basketball was booming. Betting on his appeal, the company saw a chance to challenge Nike and Adidas. Wade welcomed the opportunity, calling it “the challenge” he wanted, because he was the first player in history to sign a Chinese brand at their peak. Yes, Shaq did sign, but it wasn’t the prime he was known for.

Wade not only brought his championship pedigree to the struggling brand but also added the creativity it needed to enter the U.S. market. In 2021, three years after his retirement, Li-Ning and Way of Wade launched their first U.S. e-commerce stores, marking a new chapter in their global expansion goals. The rollout featured Wade’s ninth signature sneaker, his All-City team model, and limited-edition colorways worn by D’Angelo Russell, who became one of the earliest NBA stars to join the Way of Wade roster.

Wade once said in 2012 on his move, “I was able to see how Michael went from being a great player to taking his legacy beyond basketball. I had an unbelievable opportunity to try and follow in similar footsteps, but in a different capacity.” And he proved himself right.

Wade’s impact on Li-Ning was long-lasting. While the brand had brief NBA partnerships, from Shaquille O’Neal to Baron Davis, it was not until his signing that the brand gained traction. His influence helped grab top-tier NBA names like Jimmy Butler, CJ McCollum, Fred VanVleet, RJ Hampton, D’Angelo Russell, and even Miami Heat legend Udonis Haslem.

Now, as Wade faces personal battles, including his recent kidney cancer diagnosis, his entrepreneurial spirit remains undimmed. He continues to mentor young stars and expand his business empire with the same resolve that made him a three-time NBA champion and a Hall of Famer.