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Growing the Brand
As Chief Brand Officer, Dwyane Wade stated that his job is to help build the brand. “I want to grow my own brand, but as time goes on, I want to help influence other athletes to ?join the Li-Ning brand,” said Wade. “My job is not just to wear sneakers.” Wade said the ability to get others to the Li-Ning brand will depend on how well the Li-Ning-produced product is received; however, he also mentioned that he will have his eye on a few players that he plans to recruit to the Li-Ning throughout the season. If Li-Ning creates positive energy behind the Wade line, expect others to follow in Wade’s footsteps and #makethechange.
