Li-Ning & WOW

In September 2012, Li-Ning signed into a partnership with NBA player Dwyane Wade, creating the Way of Wade brand. The LI-NING & WOW partnership initially launched in retail stores and online throughout China. In 2013, the brand launched in the United States and has since continued to grow throughout other countries.Dwyane Wade serves in an official capacity as Chief Brand Officer,and is responsible for guiding the creative direction of all WOW products. He works with LI-NING’S WADE leadership team to spearhead the global marketing strategies and initiatives aimed to build brand awareness in the United States and China. We were brought on the team to assist with the WOW brands marketing and PR initiatives, event ideation, community engagement/interaction, revenue sales integration and celebrity influencer seeding with the underlying goal— to enhance the marketplace in the USA.

Exact focuses on pairing the WOW brand with community initiatives while integrating product among engaging lifestyle spaces. We focus on making marketing cool, fashion interesting and crafting stellar PR messaging which entices reporters to make coverage a must on the to-do list. 74% of WOW website traffic currently comes from consumers within the United States…The interest is there and continuing to climb.