Kicks Crew, the online sneaker marketplace, announced that NBA Hall of Famer Dwyane Wade and NBA Guard D’Angelo Russell have joined the company as investors. The two will also serve as ambassador athletes for the platform.
Terms of the investment were not disclosed.
The partnership comes as Wade showcased Russell’s debut signature sneaker, the DL, last month, marking the first athletic-specific shoe under his “Way of Wade” brand umbrella.
Russell plays for the Brooklyn Nets.
“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,” said Wade in a media release.
“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.”
“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.”
Other NBA athletes supporting the Kicks Crew platform are Damian Lillard and Kyrie Irving.
The new partnership will officially launch at Fanatics Fest NYC, June 20-22.
Image courtesy Kicks Crew
