Shoemaker steps up game with NBA player By Herman Wong (China Daily) Updated: 2006-02-11 06:28
Even though Jones may not be an All-Star, Martin Alintuck, managing director
of public relations firm Edelman China, said he believes the endorsement deal
could still be a significant boost for Li-Ning's branding efforts, especially
among Chinese consumers.
"Although the initial impact of sponsoring a role player such as Jones might
be limited in the United States and other international markets, being the first
Chinese brand to have an active NBA player wearing its apparel on and off the
court will help elevate Li-Ning in the eyes of Chinese consumers as a leading
Chinese brand," said Alintuck.
The main challenge for Li-Ning and other less-established apparel brands is
competing with leading brands such as Nike, Adidas, and Reebok, said Alintuck,
because of their well-established reputation for quality, innovation and fashion
appeal.
"The Jones deal can help spotlight the brand's quality and fashion appeal
among Chinese consumers," he said.
Alintuck added that if the Jones deal is successful, Li-Ning could become an
attractive option for established NBA stars, "placing (the company) in a strong
position for future branding efforts".
In China, the NBA has 22 TV partners and one radio
partner.
As for why Jones who openly acknowledges that he knew little about the
Li-Ning brand before being contacted by the Chinese company would choose to
endorse a brand virtually unknown in the US over Payless, he cites the chance to
stand out from his colleagues.
"I thought it was a great opportunity because not every day you're able to
endorse a brand that is away from your country," Jones said.
"I wanted to be unlike all the rest of the players in
the NBA. I wanted to sign with a shoe company that was starting from the ground
up, and hopefully, we coming along can take it from a ground level to a really
great company in years to come."
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