REVOLVE Hires Dwyane Wade to Tell Men They're Allowed to Dress However They Want

REVOLVE named Dwyane Wade Chief Performance Officer for REVOLVE Man and FWRD Man, a newly created role built around product curation, brand strategy, and spotting emerging labels before anyone else does. Wade, a longtime REVOLVE partner already, will show up in campaigns, content, and brand experiences starting immediately, advising on everything from category expansion to consumer trends.

Michael Mente, REVOLVE's co-founder and co-CEO, says the company wanted "a partner who authentically embodies the intersection of sport, fashion, and culture," which is the kind of job description that could describe half of Wade's post-retirement career. Wade himself argues that style no longer splits cleanly into performance, luxury, and everyday categories, and that the partnership is meant to reflect how men actually dress now. The move comes as REVOLVE Man expands its contemporary assortment and FWRD Man positions itself as a luxury menswear destination, and it follows REVOLVE naming Kendall Jenner Global Creative Director of FWRD earlier this year.

Hiring a title, not just a face, is the tell here: REVOLVE isn't paying Wade to wear clothes in a photo shoot, it's paying him to have opinions about the assortment. That's a bigger bet on his taste than most athlete deals require, and a bigger risk if his taste and REVOLVE's customer ever stop agreeing.

Source: PR Newswire

Kyle Duford, Founder & Editor, BRNDWIRE. More from Kyle →