"Dwyane, believe it or not, found us," said Carole Hochman, CEO of Naked Brand Group (NAKD). "His wife brought him a pair of Naked underwear. He put it on and that's what began the whole process. He put it on and took a selfie, sent it to his manager and said, 'Find this company'."
Naked today announced a deal for the three-time National Basketball Association champion and current Miami Heat player to lead the company's "Role Models" campaign. Wade will also join the Company's Advisory Board and serve as creative director for a signature collection of innerwear set to launch in 2016.
"I am very excited to partner with a brand that celebrates individuality and authenticity," said Wade in a statement. "What you wear underneath is the foundation for how you look and feel. Naked is taking innerwear to the next level and I look forward to helping them build the brand and the business."
Shares of Naked Brand Group, which has a market value of just under $6 million, recently rose 1 cent, or 8.3%, to 13 cents.
Hochman joined Naked a year ago to grow the fledgling brand after selling her own company where designed for the likes of Oscar de la Renta, Ralph Lauren, Jockey and Esprit.
"When I left my company because I was no longer the entrepreneur I needed to be, I met up with Joel Primus who is the president and founder of Naked," said Hochman. "He was so inspiring because he has a passion for the brand that together we decided to build a big brand with my knowledge of the industry and design and the word 'Naked' sounded like the best brand I ever heard of."
Naked currently has a presence in a handful of high end retailers, most notably Nordstrom (JWN). The company's underwear, which starts at two pair for $40 going up to $38 for its top of the line cotton spandex offering, is also available on the company's own Web site and on HisRoom.com.
"By the end of the year we plan to be in all the major department stores because we are really now set up to service everybody," said Hochman.