SPORTACCORD confirms Istanbul as Host City for 2025 Convention
13 Mar 2025 23:29
On Thursday, Chinese firm Li-Ning Co. Ltd. reported double-digit revenue growth in the first half of 2015, fueled by a 17 percent uptick in sales for its flagship brand, which is the largest domestic athletic label in China.
In the U.S., though, Li-Ning sneakers haven’t quite caught on to the same extent. The line is sold here mainly through the brand’s e-commerce site. Indeed, in its first-half report, the company pointed out that direct dot-com revenue jumped to 7 percent of total sales, compared with 4 percent in the same time last year. Owned retail locations now contribute about 40 percent of business, with 51 percent coming from franchised distributors.
Li-Ning’s footwear collection consists of sneaker styles for basketball, running and training. In the States, though, basketball has been a particular focus for the brand, especially since it inked a partnership with NBA All Star Dwyane Wade in 2012 and created the special Way of Wade series with the Miami Heat guard. The brand also has sponsorship deals with Evan Turner of the Boston Celtics and Dorell Wright of the Portland Trail Blazers.
And Li-Ning isn’t alone with its NBA marketing push. Fellow Chinese athletic companies Peak Sports, Anta Sports and 361 have all linked up with pro basketball players to boost their brand identities with American consumers.
Peak, which first launched sales in the U.S. in 2011, has close ties with San Antonio Spur Tony Parker and Indiana Pacer George Hill, who both have signature shoes. Carl Landry of the Sacramento Kings is also signed with Peak.
Meanwhile, Xiamen, China-based Anta can claim marquee players Kevin Garnett of the Brooklyn Nets and Klay Thompson, one half of the Golden State Warriors’ celebrated three-pointing shooting duo.
Taken from FN
Related coverage
Tickets for NBA China games to go on sale
07 Aug 2015
ANTA to set up joint venture company with Kolon Sport
23 Oct 2017
ANTA named China’s most valuable sportswear brand for sixth consecutive year
03 Jun 2015
Sacramento Kings to visit China
16 Nov 2015
Li-Ning: where did it all go wrong?
09 Jan 2015
More from Yutang Sports
When New tournaments Meets New Tech, the Old Friend of Football Has New Stories
14 Jul 2025
Hisense Named Official Partner of FIFA Club World Cup 2025
01 Nov 2024
The United States Tops Skema Publika's First Annual Sport and Soft Power Ranking
27 Mar 2025
SPORTACCORD confirms Istanbul as Host City for 2025 Convention
13 Mar 2025
Yutang Sports
loading...