From Court to Cart: Way of Wade Achieves 2x LTV Growth with Growave

Way of Wade, the signature basketball brand created through the partnership between NBA legend Dwyane Wade and Li-Ning in 2012, has been redefining the balance of performance and style for more than a decade. What began as a commitment to high-performance basketball footwear has since evolved into a lifestyle brand that reaches far beyond the court.

The brand’s mission is to unite athletic performance with contemporary style, offering products that reflect both competitive excellence and modern design. With innovation at its core, Way of Wade develops footwear that not only meets the rigorous demands of serious athletes but also appeals to fashion-conscious consumers who value quality, authenticity, and style.

Way of Wade aimed to expand into Spanish-speaking markets with the launch of a regional site (es.wayofwade.com) to better serve customers in Mexico and Spain. Their goal was to deliver a seamless customer experience across all regions while maintaining the brand’s premium positioning.

Although the main site (wayofwade.com) was already operating successfully with Growave, the expansion introduced new challenges. The transition needed to be smooth, preserving customer trust, loyalty benefits and brand consistency across markets. Since Growave had already proven effective on the main site, continuing with their retention platform was the obvious choice to support their growth.

To address these challenges, Way of Wade partnered with Growave to manage the migration and ensure expansion into new markets without disrupting customer engagement or loyalty.

To ensure a smooth expansion into Mexico and Spain, Shopify Plus brand Way of Wade needed a partner capable of managing complex data migration without compromising loyalty program benefits and customer relationships.

"The Growave team anticipated our needs, addressed concerns quickly, and transferred all customer information with complete accuracy."

Naomi Zhou

Managing Director of Spanish Market Operations

Through a systematic approach, Growave ensured the secure transfer of customer profiles, loyalty points, and tier statuses without any disruption. With strong technical expertise and clear communication, their team delivered a carefully planned and flawlessly executed migration that was seamless for both Way of Wade’s team and their customers.

To reinforce customer relationships and drive repeat purchases, Way of Wade continued leveraging Growave’s loyalty program features, including tiered memberships, points accumulation, and product reviews. These tools rewarded engagement, encouraged repeat purchases, and provided valuable social proof that influenced buying decisions in new markets.

(July 31,2024 - July 31, 2025)

"Our Spanish-speaking customers now have a dedicated regional platform while retaining all their benefits and loyalty status. This continuity has boosted satisfaction and retention, as they can keep earning points and maintaining membership levels seamlessly.”

Chris Chou

Managing Director of International Operations

In addition to the smooth migration, Way of Wade continued to leverage Growave’s core loyalty features - tiered memberships, and points accumulation. These tools played a key role in sustaining engagement and providing the social proof that influenced purchasing decisions in the new markets. As a result, overall orders grew more than 2.5x since installing Growave, demonstrating the platform’s impact on both engagement and sales.

Way of Wade’s expansion into Mexico and Spain demonstrated the importance of preserving loyalty benefits during market transitions. By ensuring continuity for existing customers, the brand strengthened trust and delivered a smoother experience across regions. The successful migration not only safeguarded engagement but also amplified the impact of Growave’s loyalty tools, turning satisfied customers into repeat buyers and long-term brand advocates.