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Peak Sports Marketing Based on Basketball Professional Sports Brand
The NBA regular season has officially kicked off, reigniting the passion of basketball fans around the world. With Yao Ming potentially missing the entire season due to injury, many expected a significant drop in Chinese fan interest in the Houston Rockets. However, recent surveys have revealed that enthusiasm remains strong, and the Rockets have become a second home for many Chinese basketball fans, even without their star player. The "No Yao" Rockets are still a major market draw, proving that loyalty runs deep.
This shift in fan mentality hasn't gone unnoticed by savvy Chinese companies. In recent days, Peak, a well-known Chinese sportswear brand, announced the signing of two new NBA stars—Carl Landry from the Houston Rockets and Kevin Love from the Minnesota Timberwolves. This move further strengthens Peak's presence in the global basketball scene.
To date, Peak's roster of NBA athletes includes nine players such as Battier, Kidd, Artest, Mutombo, Vujacic, Sonny, and Danel. These partnerships symbolize a deeper cultural and commercial connection between Chinese brands and the NBA, helping to bridge the gap between American and Chinese basketball fans. Industry experts believe that Peak's long-term strategy of focusing on professional basketball and leveraging NBA talent reflects the broader progress of Chinese brands on the global stage. It also highlights the growing integration of Chinese and Western basketball cultures.
Signing NBA stars and marketing during high-profile games is no accident. Many previous campaigns have shown the value of these partnerships. For Peak, this approach has helped re-engage consumers after years of ups and downs, boosting both brand awareness and sales through its deep ties with the NBA.
In recent years, Chinese companies have increasingly seized opportunities tied to NBA events, turning the league into a platform for domestic brands. According to reports, there are currently 19 official NBA partners in China, including both local and international brands. Local names like Lenovo, Haier, Mengniu, Li Ning, Camel, Peak, China Mobile, Hongnai Wood, Tsinghua Tongfang, Sohu, NBA Sports Time, and Dunk magazine join foreign giants such as Amway, Budweiser, Nokia, Coca-Cola, McDonald’s, Red Bull, and DHL Express.
In the summer just passed, several sports brands launched star-powered campaigns that captured the attention of Chinese fans. Nike's partnership with Kobe Bryant, Peak's deals with Artest, Kidd, Mutombo, and Danel, and Li Ning's alliances with O’Neal, Davis, and Calderon all contributed to a wave of excitement. These strategic moves not only boosted brand visibility but also created a vibrant atmosphere around the NBA in China, showing how deeply basketball has embedded itself in the culture.