In the video above are a couple of commercials for Li Ning Shoes that were released in China. As can be seen there, Li Ning really prides itself in being a quality brand of all kinds of sports shoes. They have basketball shoes, soccer shoes, and even shoes for casual wear. The amount of money and effort they have put into their advertising campaigns show how serious they are not only with dominating the Chinese market, but the world market as well.
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If there is one Chinese sports shoe company that symbolizes China’s breaking into the American market it is Li Ning. This company was the first to be endorsed by an NBA superstar. Damon Jones, known for being one of the best three-point shooters in the history of the sport, is the first endorser of a Chinese brand of sports shoes— Li Ning shoes.
In past interviews he has stated that he admires the success of the shoe company and believes that wearing Asian made and styled shoes makes him unique. He holds in high regard the fact that he is the first basketball player to wear Li-Ning shoes in the NBA. The shoe company sees Jones as their trump card to break into the world market.
The company provides him with numerous pairs of the best basketball shoes they have including the famous Fei Jia shoes which he wore during a game against the Philadelphia 76ers last November 2005. For the duration of the contract, Jones wore the Chinese basketball shoes during all his NBA games and practice sessions.
Jones reportedly earns between US$200,000 to US$300,000 a year for endorsing the shoe brand. Since this partnership was established way back in 2005 and the shoe company continues to be a force to reckon with in the international market, it is safe to assume that the partnership was a huge success.
The shoe company has also partnered with other NBA superstars in the past few years. A few of the more prominent ones include Baron Davis and Shaquille O’ Neal. O’Neal probably earns more than Jones, since the big man is one of the top 50 basketball players of all time in the NBA. Still, Li Ning shoes has a long way to go if it wishes to beat shoe brand giants like Nike.
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