Feeling Powerless With Michael Jordan’s Brand, Dwyane Wade Admits Reason Behind Ditching $9.8 Trillion Worth Nike

Imagine making a decision that could redefine your legacy—or potentially backfire spectacularly. That’s exactly what Dwyane Wade did in 2012 when he left Nike’s Jordan brand to sign with Chinese sportswear company Li Ning. It wasn’t just a career move but a leap of faith that left many scratching their heads. Now, in an interview with Bleacher Report Kicks, Wade opened up about the thought process behind that bold choice.

At around 30, he knew his prime years were ticking away. “Normally around that time, you got about three years left at your prime before you start going this way,” Wade told BR Kicks. But during that time, he wasn’t just thinking about staying relevant on the court. He wanted to make waves off it, too. And it turns out that The Flash wasn’t content with just endorsing products. He wanted a partnership.

“I wanted to win in the shoe selling; I wanted to win in the apparel that I was selling. So, I was looking for a brand where I wanted to be a little bit more on the partnership side than just the athlete endorsement side. When we talk about this word legacy, I’m looking for somewhere I can build legacy in this sneaker world,” he explained. Li Ning gave him exactly that opportunity—a platform to create something truly his own.

It wasn’t just about sneakers but building a brand, one that carried his name, vision, and creativity. “The brand that allowed me to come in, start my own brand, get into the creative side, be creative director of my brand, start building something than not just be someone who’s endorsing something.” Something that being stuck with the Jordan brand would not have done for him.

Back then, critics were quick to scoff at Wade’s decision. An article by Bleacher Report itself even questioned, “What’s so revolutionary about signing up with the same company Shaq worked with? And not even awesome Shaq, but broken-down, ring-chasing Shaq?” Yet Wade proved them all wrong. Little did anyone know what started with a $10 million deal back in 2012 would later become a lifetime deal. Now, D-Wade is one of only four NBA players to have a lifetime deal, making for an elusive group including Michael Jordan, LeBron James, Kevin Durant, and himself. But that’s not all.

The partnership even led to the development of Dwyane Wade’s own line of sneakers, apparel, and accessories called Way of Wade. Alongside Li Ning, Way of Wade not only manufactured signature Wade products but also reportedly helped with Dwyane’s basketball academy venture in Asia. Can you imagine that there’s a possibility none of this could’ve come to fruition had it not been for a rejection from the Jordan brand’s parent company?

That’s right. Before Dwayne Wade made his big break in the NBA, Nike rejected him. Twice. But it was that first rejection in high school that truly “crushed” him.

It was his junior year in high school, and Wade was playing AAU basketball for the Illinois Warriors. Considering it was the best AAU team back them – apart from the fact that it also featured now-former NBA star Darius Miles – scouts used to be regulars at their games. But Wade had his sight set on only one thing: Nike Camp. He may have thought he was a shoo-in – he had his bags packed and ready to go – but Nike didn’t select him. “That crushed me,” said Wade.

“I’ve never been the same player since that note. I’ve never been the same person since that note. As I walked back in the house with my damn bags, I had to tuck my tail between my a–. I have never been the same person or player. For my career, that was the best ‘no’ I ever got. So thank you, Nike, for not inviting me to Nike Camp. I appreciate that because it really woke up the inner beast in me.”

He headed to Marquette, became a two-time All-American, (got another rejection from Nike), and a couple of years after joining the NBA, The Flash signed a long-term partnership with Converse. He, quite ironically, became the face of the Nike-owned brand. “I didn’t get invited to Nike Camp, but I’m the leading one of their brands four years later. So for me, that was a little sweet when I walked around the Nike people and said, ‘Yo, what’s up?'” 

Then came his stint with the Jordan brand, which he left in 2012. But did his “unthinkable” decision – as Wade put it – to leave the Jordan brand sever his ties with His Airness?

With no 1-on-1 conversation, Dwyane Wade hoped MJ would understand his decision to move on to Li Ning

Wade’s sneaker journey mirrors his career—bold and full of defining moments. Starting with Converse on a 6-year, $2.4 million deal, Wade eventually moved to the Jordan Brand, where he became a key figure. Remember those epic campaigns like Air Jordan 2010? Or when he rocked the Air Jordan 2011 during Miami’s Christmas Day game against the Lakers? Jordan Brand even gave him his own signature lines, Fly Wade and Fly Wade 2. It seemed like the perfect match.

So, imagine how tough it must’ve been for Wade to step away from all that. And you’d think breaking the news to Michael Jordan would be even tougher, right? Well, here’s the twist—Wade never actually had that conversation.

In an interview with Complex, Wade admitted he didn’t personally tell Jordan. Instead, he relied on Nike and Jordan Brand reps to relay the message. But he hoped Jordan would understand his reasons. “I’m trying to create and build my own legacy,” Wade said, drawing a parallel to how Jordan carved his own path. He believed his move to Li-Ning offered a chance to do something different—something global. And boy, did he create his own identity with Li-Ning’s Way of Wade line sneakers and apparel.