D-Wade has a new co-pilot and it’s not LeBron James or Goran Dragic. This time, it’s a 7’6″ Wookie named Chewbacca. 

The latest Star Wars installment, “Solo: A Star Wars Story,” has been a prominent advertiser on ESPN and NBA Playoffs leading up to last night’s premiere. Beyond traditional advertising methods, Star Wars has amplified its NBA alignment with an athlete-driven campaign distributed directly through Dwyane Wade’s personal Twitter and Instagram channels.

+ 1M Video Views
+ 100K Engagements

The most recent spot (above) features Wade taking Han Solo’s spot alongside Chewbacca in the Millennium Falcon. By featuring Wade and providing his own unique copy, the ad stays authentic to his personal channels.

The timing of the posts also plays a role in the campaign’s success. Wade’s voice as an NBA veteran and star is at a premium throughout the NBA Playoffs. Meanwhile, the hype for the film had reached a fever pitch in the days leading up to its premiere. By pairing the two, the advertiser struck while the iron was hot, raising awareness and excitement for the film with Wade’s highly engaged audience.

With the right content, in the right channel, at the right time, “Solo” and Wade were able to reach and engage millions of fans with the athlete-driven campaign.