Retail Industry
Industry: Email Alert RSS FeedMING DYNASTY: REEBOK TAPS CHINA'S FAN BASE WITH YAO ENDORSEMENT.(Brief Article)
Footwear News, December, 2003 by Zmuda, Natalie
Reebok took a giant leap into the Asian consumer market this year with its signing of NBA star and Shanghai native Yao Ming to a multiyear, multimillion-dollar contract.
The brand's timing couldn't have been better. Asian consumers have become increasingly savvy footwear shoppers and more and more are tuning in to watch pro basketball.
"We see Yao as the key to unlocking growth in China, and there isn't a market that is more primed for expansion," said John Lynch, vice president of sports marketing for Reebok. "Yao is head and shoulders -- pun intended -- above anyone else in terms of appeal in that market."
In 2004, Reebok plans to launch Yao's signature line of basketball footwear and apparel, which will be timed to hit retail...
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