New Content Strategy Debuts Online for Way of Wade Basketball Shoes by Li-Ning

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Li-Ning and QUE-IN Enlist Quantasy to Launch New Website and Social Media Presence, for Legendary NBA Basketball Player Dwyane Wade’s Line of Shoes

The new takes inspiration from the Dwyane Wade ethos to ‘Make Your Own Way,’ and was built by the Los Angeles-based social agency, Quantasy.

Li-Ning, one of the leading sports brand companies in China, today unveiled an entirely re-envisioned online strategy and platform for its signature Way of Wade Basketball Shoe line. Originally debuted in 2012, the Way of Wade shoe line by Li-Ning proudly bear the Dwyane Wade name and are crafted with inspiration by his legendary contributions to the game of basketball. Timed to coincide with the season opening game for the Miami Heat, the team that Wade has played with for the past 11 seasons and his entire NBA career, the new digital strategy encompasses a completely revamped site,, and an active, ongoing global social media presence across Instagram, Twitter, Facebook, Weibo and WeChat.

The new takes inspiration from the Dwyane Wade ethos to ‘Make Your Own Way,’ and was built by the Los Angeles-based social agency, Quantasy. Working closely with the direction of Li-Ning, Quantasy designed the new platform to connect with fans not only interested in the game itself, but in the entire culture that basketball represents including the style, the mindset and the attitude, transcending the court and enveloping an entire lifestyle.

“The Way of Wade online experience is about much more than just selling shoes, just as Dwyane Wade is about much more than basketball alone,” said Will Campbell, CEO of Quantasy. “It’s bringing content, commerce and community together into one storyline across the web where fans can relate to the Way of Wade brand through a perspective on basketball that embodies the attitude of Mr.Wade himself – finding and making your own way, being a decision maker and not blindly following the status quo.”

“Our goal was to create an online social and product destination that reflects the Way of Wade and Li-Ning brand values to deepen relationships with a community of like-minded consumer fans, around the world,” said Franklin Ponds, Global GM of Brand Wade at Li-Ning. “Understanding the important role of digital to our overall business strategy, we are applying those values to the Way of Wade website and social media platforms with an engaging and visually striking approach that we’re sure will resonate with Dwyane Wade’s fans and basketball fans in general.”

The new site focuses on three key user interests: their performance, their lifestyle and their culture, providing inspiration, content and products to enhance each. Editorial, imagery, social community, videos, news, personality profiles and more come together to engage the consumer fan base with continually new and fresh content designed responsively to ensure an optimal experience across all devices. The site is also available in both English and Chinese, reflecting the global audience and reach that Li-Ning and the Way of Wade shoe brand address.

“The new is developed as a touchpoint and catalyst of a broader community conversation that spans the social graph,” says Alicia Herczeg, Director of Social Media at Quantasy. “The content is designed to fuel engagement and sharing across multiple online channels and social networks.”

The collaboration on the strategy also included Li-Ning’s US creative agency of record QUE-IN, based out of Philadelphia, PA. QUE-IN is founded by sneaker industry maverick Que Gaskins, who has over 20 years of senior executive experience previously working at both Reebok and Nike.

The experience is also designed to be a platform to launch future campaigns building on the Make Your Own Way positioning, consistently encouraging fans to share how they have pushed the boundaries, or ‘made their own way’ in their lives.

About Li-Ning
Li Ning Company Limited is one of the leading sports brand companies in China, mainly providing sporting goods including footwear, apparel, equipment and accessories for professional and leisure purposes primarily under the LI-NING brand. Headquartered in Beijing, the Group has brand marketing, research and development, design, manufacturing, distribution and retail capabilities. It has established an extensive supply chain management system and a retail distribution network in China.

In addition to its core LI-NING brand, the Group also manufactures, develops, markets, distributes and/or sells sports products under several other brands, including Double Happiness (table tennis), AIGLE (outdoor sports) and Lotto (sports fashion) which are either self-owned by, licensed to or operated through joint ventures with third parties of, the Group.

About Quantasy
Quantasy is a Los Angeles-based social agency that creates engaging experiences that occur at the intersection of entertainment, advertising, technology and culture. Quantasy delivers premium interactive and social content for clients in the automotive, entertainment, retail, not-for-profit and financial sectors. Quantasy has expertise across branded content and entertainment, social media, web analytics, emerging platforms, millennial marketing and more. For additional information, please visit

About [QUE-IN]
[QUE-IN] is a Philadelphia based forward thinking, brand strategy, creative solutions, and ideas agency that is known for its ability to [QUE-IN] on brand, consumer and cultural shifts. Focusing on helping brands with their vision; their authenticity; their social currency and perception; and their market and mind share along the consumer journey. To [QUE-IN] on the possibilities visit

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