Dwayne Wade + Anomaly’s Converse Spot

Miami HEAT guard Dwyane Wade’s life is getting the “fuzzy-focus” feel in a new integrated marketing campaign highlighting the “basketball journey of a skinny kid from Illinois to an NBA Champion.” The spot, titled, “From Robbins, Illinois” was inspired by a letter written by Wade to describe his relationship with basketball. Directed by Samuel Bayer, the spot is a tear jerker. Naturally, considering that the WADE 3 advertising campaign was headed up by Anomaly’s creative director Mike Byrne. Formerly of Wieden + Kennedy, Byrne 2000 to 2006 creating those almost iconic touching, inspiring Nike spots. Watch the Dwayen Wade commerical here. The television spot will begin running October 28, 2007 on ESPN, MTV, BET and during NBA programming.

“Being out last season with injuries reminded me of my first year at Marquette University when I had to sit out for a year. It was like basketball was being taken away from me again and it inspired me to put my thoughts on paper. Most people may not believe that I wrote this, but I did,” said Dwyane Wade.

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