Converse Captures Dwyane Wade's Motivation with New TV Spot for the WADE 4 Signature Shoe

Business Wire, Oct 27, 2008

"Same Day, Same Story" Begins Airing October 28

NORTH ANDOVER, Mass. -- Miami HEAT guard Dwyane Wade has made a career out of silencing the doubters. From his rise as an unheralded recruit who led Marquette University to the Final Four, to winning the NBA Championship and Finals MVP in his third season, to recently helping the U.S. bring home gold in Beijing - Wade continues to exceed expectations on the court. For the start of the 2008-09 NBA season, Converse announces a new advertising campaign to showcase Wade's ability to rise above his critics and achieve success. "Same Day, Same Story" will begin airing on October 28, 2008 to coincide with the new Converse WADE 4 signature basketball shoe.

Converse's national campaign is inspired by Wade overcoming doubters throughout his playing career. The spot opens with a flashback of Wade waking up in his Marquette dorm room to a radio alarm clock and sports talk personalities discussing his academic ineligibility. The next scene moves ahead to Miami, where sports talk pundits say the Miami HEAT made "a monumental waste of a draft pick" on Wade. The scene jumps ahead again in time as the radio discusses Wade's injuries. The radio voice in the final scene comments on Wade's performance in Beijing, and the spot ends with Wade grabbing a pair of the Converse WADE 4 signature shoes and the words, "Wade's belief is stronger than your doubt."

"No matter how many times I proved myself in college and the NBA, I've felt like every day is the same because no matter how far I go, the criticism and doubt it still there," said Wade. "I've always felt that my ability is way stronger than anything people can say about me. After winning gold in Beijing, I'm excited to take the court again this season and continue to prove the doubters wrong."

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