• Business Week, Tuesday, February 6, 2007 12 PM

The Miami Heat's budding superstar Dwyane Wade--D-Wade--is changing the marketing landscape in ways other top athletes can learn from. He isn't simply endorsing products. He's partnering with major brands to design items other than sports equipment and apparel. Brand managers love Wade's wholesome appeal. Modest and low-key, he's hip without the aura of urban menace.

The D Wade Sidekick--a limited edition T-Mobile device he co-designed--will debut with much fanfare on Feb. 17, the weekend of the NBA All-Star Game. Following his suggestions, the texting device/cell phone will-feature his logo and name in block letters, and include a softer back for better grip and durability.

Wade's sports-related endorsement deals include Converse, Gatorade and Topps. He has also landed contracts with Lincoln autos and Staples. And now, search giant Google is in negotiations with Wade to try to revolutionize how celebrities are presented online.

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