Chinese e-game partners with Way of Wade

League of Streetball (LoS), a popular online card game developed by Xianyu Games, has reached a partnership with Way of Wade (WoW), Dwyane Wade’s signature sneakers launched by Chinese sportswear brand Li-Ning.

This partnership will contribute to a ‘game+sports’ marketing campaign around the Bulls guard Dwyane Wade.

WoW will become the title sponsor of LoS. As a result, Li-Ning’s logo, product image and off-line stores will be placed in the game. Meanwhile, the e-game will launch Li-Ning customized packages for the players.

As Wei Dongdong, CEO of Xianyu Game’s owner Shenzhen Xinghe Hudong, said, “understanding market segments is our secret of survival”. According to Wei, sports is a great market to promote e-game brands, and he believes more and more sports fans will become supporters of his brands.

Dwyane Wade has recently unveiled the new colorway of the Way Of Wade 6, which the NBA player will be wearing on court next season.

Source: 21cn.com

Proofread by Linda Barouk