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."