After Getting Rejected by 4YO Daughter, Dwyane Wade ‘Proudly’ Reveals the Origin Story of His New Venture

Gabrielle Union and Dwyane Wade are making sure all babies feel cared for. The Miami Heat star is expanding his post-NBA business portfolio with a venture close to his heart. Together with his wife, Wade launched a brand of baby products inspired by his youngest girl. The couple is furthering the diversity and inclusion cause through their amazing initiative. Now they’re sharing the story behind the newest launch.

‘The Flash’ welcomed his youngest child, Kaavia James Wade, on November 7, 2018. She would become the muse behind her parents’ acclaimed brand four years later. And all because she wouldn’t let her three-time NBA champion dad handle her hair.

Dwyane Wade wants to tell you the ‘Proudly’ story

Gabrielle Union and Dwyane Wade launched their baby-care brand, Proudly in 2022. The line carries a range of baby care products specially for melanated babies. Proudly originated close to home for the power couple who are parents to four-year-old Kaavia along with Dwyane’s older children.

Shortly after the launch of the new hair range, the Hall-of-Famer turned the attention of his 20.3 million Instagram followers to Essence’s coverage of the brand. “Trust us. You’re going to want to read this one,” the Instagram story read. Through it, Wade shared how Kaavia inspired Proudly’s newest collection.

Union and Wade had to adjust the care regimens around Kaavia’s ever-changing hair. Mom, Gabrielle, has to deal with Kaavia’s hair tantrums while Dwyane is benched.

“She let me touch her hair once and said, ‘ok, daddy that’s enough,” Wade narrated before saying they have that moment on video. Knowing there are other parents who face the same issues as them, they enlisted their Proudly team to develop a new range of haircare for babies.

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They tried out the early incarnations of the products on Kaavia’s hair. They were well-received and approved for launch. The effects are definitely visible. Fans have been fawning over Kaavia’s fabulous ponytail when she attended Beyonce’s Renaissance concert.

Wade wants all children to have more

A common problem regarding textured hair is the lack of products designed for specific needs. Many affordable brands tend to make a combined product that works as a shampoo, conditioner, and styler. Proudly wants to change that with their buzzphrase, “Say no to all-in-ones.” 

After initially launching baby body care products, they added a range of haircare products in 2023. They’ve now signed a lucrative deal to have Proudly on Target shelves across the country.

Wade and Union have recognized the gap in the market and are doing their best to fill it with Proudly. The company has special meaning for the family and he’s going to take every chance to showcase the team’s effort on including all children.

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