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

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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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