Last year, Dwyane Wade helped his daughter Zaya on her entrepreneurial journey. In the new year, he and Gabrielle Union are focusing on their baby products brand which they started in 2022. The venture ‘Proudly’ was also close to theirs as they focused on more inclusive products for all babies. To make it more accessible, they have ticked off partnerships with the chain of discount stores which have been in operation for over 85 years.

“💛 In partnership with @gabunion and @dwyanewade , we’re happy to introduce PROUDLY™️, now available at select DG locations.” In the Instagram post, the company shared the news about the availability of affordable diapers range. “Fundamental to our mission in founding PROUDLY™ is to deliver the highest quality products at accessible price points,” stated Gabrielle. Shop Proudly™ diapers for only $8. #proudlyxdollargeneral #PROUDLYus #PROUDLYfam.”

That has been their mission statement ever since they launched the brand. After the birth of their youngest, Kaavia, Union noticed a severe lack of options for melanated babies. That’s where Dollar General stores come in, as they have close to 20,000 stores spread across the U.S. and Mexico. As of January 2025, DG has a market cap of $16.31 Billion.

“We’re so excited to officially announce our new baby company, PROUDLY. As we continue to work on new endeavors together, our goal is to always center our work around being the change we want to see while championing diversity, equity, and inclusion.” Dwyane Wade and Gabrielle Union also stated previously that they were proud of their products. Not only because it catered to the unique skin care needs of children of color, but also because of its affordable pricing.

The couple also signed a deal with another huge retail company, TARGET. Partnering with DG is another step towards uplifting society. That is why they also supported their daughter with her project last year.

Dwyane Wade and Zaya’s inclusive project

At the age of 17, Zaya became an entrepreneur by launching a digital platform ‘Translatable’. The goal of Translatable was always to engage young people and create a safer community. It was possible as they could submit content ranging from poetry to photography or even general thoughts as an outlet. Knowledge sharing helped them open up and talk more about their vulnerabilities.

“People ask me, ‘Are you fearful? Are you afraid?’ I say, ‘Yes, I am. Not only is my child in one of the most attacked communities in the world, the trans community and the LGBTQ+ community but also, my child is Black in America.’ That right there alone is enough for a parent.” Dwyane Wade once spoke to Michael Cuby and Them. 

The Miami Heat legend is also the co-founder of Translatable with his daughter. After retiring from the NBA, D-Wade has focused solely on making life for his family and society better. And the two ventures are a clear sign of that.