Dwyane Wade Launches ‘Cultural Strategy Agency’ with Hollywood Powerhouse CAA

Dwyane Wade has long been a client at Creative Artists Agency (CAA), dating back to his days as an NBA superstar with the Miami Heat. Now, he’s taking his more-than-decade-long relationship with the Hollywood powerhouse to the next level. The recently retired three-time champion and 13-time All-Star is launching a brand-focused “cultural strategy agency," called CAA AMP, while assuming the role of chief culture officer for CAA Basketball.

In these capacities, Dwyane will look to connect brands and marketers with broader audiences while helping former athletes like himself break into entrepreneurship.

“Work doesn’t stop when the ball stops bouncing,” Dwyane told Adweek. “I want to do everything, and I would, if I could, clone myself. With CAA, I want to add value to this conglomerate. I don’t just want to be part of something; I want to leave an imprint.”

The idea for AMP came to Dwyane from the work done by CAA’s Social Impact group and the CAA Foundation. Several years ago, the agency’s non-profit arm created an annual summer summit called Amplify, which brings together thought leaders from sports, entertainment, media, social justice, tech and branding to share ideas. There, Dwyane saw the need to diversify perspectives within the industry.

“I’ve been lucky enough to work with top endorsers,” he said, “but those rooms often don’t have anyone in them that looks like me or understands my community.”

AMP itself will exist within CAA’s Brand Consulting division. Dwyane, meanwhile, will continue to work on his own Hollywood side under CAA’s umbrella by way of his production company, 59th & Prairie. The Heat will retire his iconic No. 3 jersey in February.


Josh Martin is the Editorial Director of CloseUp360. He previously covered the NBA for Bleacher Report and USA Today Sports Media Group, and has written for Yahoo! Sports and Complex. He is also the co-host of the Hollywood Hoops podcast. Follow him on Twitter and Instagram.