Creativity

T-Mobile: D-Wade Edition Sidekick

In keeping with his signature sense of style, Miami Heat basketball star Dwyane Wade collaborated with Seattle's Hornall Anderson Design Works on the design of T-Mobile's new D-Wade Sidekick 3. This limited-edition Sidekick, the first to be endorsed

Published on Apr 30, 2007

Editor's Pick

In keeping with his signature sense of style, Miami Heat basketball star Dwyane Wade collaborated with Seattle's Hornall Anderson Design Works on the design of T-Mobile's new D-Wade Sidekick 3. This limited-edition Sidekick, the first to be endorsed by a sports celeb, boasts a number of Wade-assisted personal touches. "The design is inspired by Miami Beach lifestyle and architecture and also by high-end auto interiors like the Bugatti Veyron," says HADW CD Mark Popich. "It celebrates Dwyane Wade?s emergence as a style icon in addition to his status as a sports celebrity." Along those lines, the back of the phone is embossed with a tan basketball-leather texture, and Wade's jersey number, 3, is featured in a pattern that surrounds the screen, along with a copper highlight applied to the 3 on the keyboard.

For the D-Wade Sidekick launch hoopla at the 2007 NBA All-Star Weekend in Las Vegas in February ? T-Mobile is the NBA's "official wireless telecommunications partner" ? HADW, in conjunction with Seattle agency Wexley School for Girls, unveiled what was billed as the world's tallest wallscape, on the Mandalay Bay Hotel (see the PDF), among other D-Wade brand immersion efforts.

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About

Credits

Date
Apr 30, 2007
Creative Director:
James Tee
Creative Director:
Mark Popich
Designer:
Andrew Well
Designer:
Jon Graeff
Designer:
Ethan Keller
Designer:
Javas Lehn
Designer:
Kalani Gregoire
Designer:
Brenna Pierce
Client:
T-Mobile
Agency:
Hornall Anderson Design Works Seattle

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