Athletic companies are "making a big play for Asia this summer," and despite economic uncertainty in the region, brands like adidas and Nike are "looking to make inroads with young sports fans there using their biggest NBA stars," according to Jennie Bell of FOOTWEAR NEWS. Nike is "no stranger to this strategy," as L.A. Lakers G Kobe Bryant "made his 10th visit to the region with Nike this summer, hitting Guangzhou, Shanghai and Taiwan as part of the brand’s Nike Rise program, which works to encourage young athletes." Other Nike-sponsored athletes, including Indiana Pacers F Paul George, Cleveland Cavaliers F LeBron James and Oklahoma City Thunder F Kevin Durant "also traveled throughout Greater China, Southeast Asia and Europe during the off season." Meanwhile, adidas is "building its own brand buzz in Asia with its marquee players." Early this summer, the brand sent Portland Trail Blazers G Damian Lillard off on a "multi-city jaunt as part of its Take on Summer global tour." Lillard "made stops in Tokyo and Shanghai." Chicago Bulls G Derrick Rose also "helped debut a special signature sneaker from the Take on Summer collection, sold exclusively in China" (FOOTWEARNEWS, 8/25).
