Shoemaker steps up game with NBA player
By Herman Wong (China Daily)
Updated: 2006-02-11 06:28

In recent years, Li-Ning has been increasing its sponsorship of athletes and teams to develop its brand image in a fierce China market - where it is one of the top three in market share along with international brands Nike and Adidas.

Li-Ning not only sponsors China's national ping-pong, gymnastics, shooting, diving, and weightlifting teams and a host of Chinese soccer players, but also Spain's men's basketball team.

At the beginning of 2005, the Chinese company signed a marketing partnership agreement with the NBA that opened the door for Li-Ning's footwear to be worn and promoted by NBA players at games, in advertisements and other appearances in China. Nearly a year later, the company signed Jones.

Jones is not the typical basketball endorser. He is neither a tantalizing prospect nor is he considered one of the premier players in the league. Jones, who was not selected when he came out for the NBA draft in 1997, has played with several teams before his breakout season with the Miami Heat last year, which landed him his current four-year US$16.1 million contract with Cleveland.

Mainly a complementary player specializing in three-point shooting, he so far has not played very well this year, with both his points per game and three-point shooting percentage down (though so are his minutes per game).

This has not tempered his personality, however. Described as "part marksman, part showman, part point guard" on the NBA website, he has proclaimed himself "one of the best shooters in the world" and "one of the best-looking," saying that if he were not a basketball player he would have been a model or actor.

It's this penchant for self-promotion that Li-Ning wants, according to Jones.

"I think something they were looking for going into this deal was getting exposure, and what more exposure can you get for a brand than a guy who is very outspoken and likes to have fun and is always in front of the camera."

Li-Ning did not respond to e-mailed questions on its decision to sign Jones as its first NBA endorser.