Texas sophomore point guard Isaiah Johnson is making history off the court.
The rising NCAA guard has become the first NIL athlete to sign with Dwyane Wade’s Way of Wade brand under Li-Ning, marking a significant step in the brand’s expansion into college basketball and the growing NIL sneaker landscape.
Johnson announced the partnership alongside Wade and Way of Wade, joining a brand built around the Hall of Fame guard’s playing career and basketball influence.
Way of Wade operates as Dwyane Wade’s signature basketball brand through its partnership with Li-Ning, the Chinese sportswear company that has helped develop and distribute the line globally. While the brand has established a presence through Wade’s signature footwear and professional basketball connections, signing Johnson gives Way of Wade a direct connection to the college game and the rapidly expanding NIL market.
> “I bring a lot of unique skills to the table,” Johnson said.
The partnership gives Johnson an opportunity to represent a basketball brand positioned as an alternative to the traditional sneaker giants dominating the college game. It also reflects how NIL deals are allowing brands to build relationships with athletes before they reach the professional level.
Becoming Way of Wade’s first NIL athlete matters because college basketball has become one of the most influential spaces for sneaker discovery and brand loyalty. By signing Johnson, the brand can introduce its products to a younger audience while establishing credibility with players and fans during the athletes’ college careers. The move could also open the door for more NIL partnerships as Way of Wade continues competing for visibility in a market led by major footwear companies.
Isaiah Johnson 🤝 Dwyane Wade
And this could be just the beginning.
Source: Nick DePaula
