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SBD Global/July 9, 2013/Marketing and Sponsorship

Dwyane Wade On 10-Day Trip To China To Promote Chinese Sportswear Outfitter Li Ning

Dwyane Wade promotes his "Way of Wade" line at Li Ning's flagship store in Beijing.
Dwyane Wade kicked off a 10-day trip to China to promote the country's top sportswear outfitter, Li Ning Co., according to Chen Jia of CHINA DAILY. After posting an annual loss last year, "Li Ning is looking to give its brand a boost by recruiting Wade," who has 3.4 million fans on Weibo -- the Chinese Twitter. Li Ning Founder Li Ning said, "Li Ning's products will be better known to consumers thanks to Wade." Brandlogic's Denis Riney said that "Unlike some other high-profile NBA athletes, Dwyane Wade has largely remained free from scandal throughout his playing career." Riney: "He is a positive role model that will be attractive to Chinese consumers who have a long love affair with the game of basketball." Branding consultant Ed Roach said that "Li Ning is turning to an American sports icon so they can start being seen as a world brand and not just a regional one." Roach said, "They've done their homework in China to determine if Wade would be a great fit. It's a good strategy, so long as Wade's values match Li Ning's" (CHINA DAILY, 7/4).
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