Budweiser Raises a Cold One in Honour of Dwyane Wade

Budweiser has a history of celebrating iconic legends and sports players such as Derek Jeter and Dale Earnhardt Jr. Their latest film, featuring soon to be retired Dwyane Wade, marks the first NBA player tribute. As the official beer of the NBA, Budweiser wanted to celebrate and commemorate iconic fan and player moments by joining forces with fans to honour Dwyane for his legacy on and, more importantly, off the court.

The film takes Dwyane’s season-long jersey swap ritual to the next level as - when he thinks he's showing up to swap more jerseys - he comes face-to-face with some of the fans he’s impacted the most throughout his career. Each of the fans are waiting with items to swap with him. Through these items, they tell the story of how Wade has impacted their lives. Among the surprise fans is also his mum Jolinda Wade.

To honor Dwyane’s last home game in Miami, Budweiser is airing the full four minute film in the American Airlines Arena before tip and during halftime, with a 90-second version set to air on Fox Sports Sun this week.

Dwyane said of the campaign: “Throughout the year, I’ve had the opportunity to reflect on my basketball career and thank so many teammates, coaches and mentors who have impacted me on the court. Thanks to Budweiser for reminding me that my connection to people is bigger than basketball. While my basketball career is coming to a close in the coming days, my relationship with my fans will only continue to grow.”

“We’re honored to raise a Bud to Dwyane Wade to celebrate his legendary NBA career”, said Monica Rustgi, vice president of marketing for Budweiser. “We take pride in telling the stories that connect sports legends to their fans. While Dwyane Wade is one of the greatest to ever play the game of basketball, we wanted to showcase his even-greater impact and legacy off the court.”

The film was created and produced by VaynerMedia with editorial and audio from Cutters Studios.