Chinese basketball sneakers trying to make their mark
The expansion of Chinese athletic apparel brands has been an easy trend to spot for basketball fans both in the United States and in China. Over the last few summers, there have been a number of high-profile NBA players who have signed lucrative endorsement deals with China-based companies in order to directly tap into the world’s second biggest basketball market. Li Ning has Evan Turner and Baron Davis; Anta has Kevin Garnett and Luis Scola; Peak features Jason Kidd, Shane Battier and JaVale McGee, all of whom have signature shoe lines and television spots.
Adding players, which in turn add credibility, is key for these ambitious brands: With 2.6 billion Chinese feet that can potentially be fitted for sneakers, and an economy that sees consumer spending power rise steadily each year, there’s a lot of money to potentially be made. Competition between Chinese shoe companies is thus quite fierce and to gain an edge, brands have expanded aggressively. In China, companies have been opening hosts of new retail locations and filling them to the brim with merchandise. In the United States, Li Ning opened its first store outside Asia in Portland, Oregon in 2010, and quickly tripled in size after an encouraging start. Peak has a U.S.-based headquarters in Los Angeles, and has an online shop for American customers to buy their products.