Dwyane Wade is now in the underwear business.

The NBA Miami Heat star is working with Naked in a variety of ways. He will help launch the innerwear brand’s “Role Models” campaign this summer, join the company’s advisory board and serve as creative director for his own line of Naked innerwear that will launch in 2016.

“When I first discovered Naked, I immediately loved the brand name as well as the fit and feel of the underwear,” Wade said. “Naked is taking innerwear to the next level and I look forward to helping them build the brand and the business.”

This is another get for Naked, which was launched in 2010 by Joel Primus. Innerwear veteran Carole Hochman joined the team in 2014 as chief executive officer, chief creative officer and chairman. Since being brought on, Hochman has helped Naked with product development, a brand relaunch, sourcing and manufacturing.

Of Wade, Hochman said, “He exemplifies the authentic character and personal success story that is core to the Naked brand.”

The company sells men’s underwear made from cotton and cotton blends that are priced from $28 to $38. The brand will introduce a women’s line this year. It’s carried at retailers including Holt Renfrew, Nordstrom and Hudson’s Bay Co.

Wade is no stranger to teaming up with growing fashion brands. The three-time NBA championship winner also works with accessories brand Tie Bar, Stance Socks and Chinese brand Li-Ning on a line of sneakers and activewear.

Wade’s signature collection will be for men and boys, which is new territory for Naked, and he will work with Hochman to design and develop a line with a broad consumer appeal. The player’s collaboration and endorsement agreement with Naked includes a license to his name, image and other intellectual property. It is a multiyear, worldwide exclusive in the innerwear category, which includes underwear, undershirts, loungewear, sleepwear and robes.