Chinese Sports Brands Leverage NBA Stars to Expand Global Reach

Chinese sportswear brands are increasingly enlisting NBA stars to enhance their global visibility and credibility, as evidenced by recent high-profile endorsements. Anta, a leading Chinese sports brand, recently hosted NBA star Kyrie Irving at a fan event in Chengdu, where he showcased his brightly colored sneakers produced by the company. This initiative is part of Anta's broader strategy to leverage celebrity athletes to create global awareness and reach, according to Rocky Fan, the Global Basketball general manager for Anta.

Fan stated, "It’s now time to take our brand global. We believe [basketball] is a very important, very unique sport that we could... leverage to reach our global consumers." The strategy of signing renowned athletes is not unique to Anta; Beijing-based Li-Ning has also made headlines by securing a partnership with basketball superstar Steph Curry. Mark Dreyer, author of “Sporting Superpower,” remarked that Curry's endorsement significantly enhances Li-Ning's profile, indicating that the brand can compete at the highest level.

“It’s now time to take our brand global. We believe [basketball] is a very important, very unique sport that we could... leverage to reach our global consumers.”Rocky Fan, Global Basketball General Manager, Anta

Experts in sports marketing, such as Rufio Zhu from IMG, emphasize that endorsements from top-tier athletes serve as a critical bridge for Chinese sportswear brands into Western consumer consciousness. Zhu noted that these endorsements lend “attention, credibility and relevance” to the brands, which may still be perceived by some Western consumers as offering value over quality. The choice of Curry, who opted for Li-Ning over more established brands like Nike and Adidas, is seen as a strong signal of the brand's capability to deliver high-quality products.

“Curry’s choice of Li-Ning over more established brands like Nike and Adidas signals the product delivers at the highest level.”Rufio Zhu, Sports Marketing Expert, IMG

Both Anta and Li-Ning are not just focusing on endorsements but are also fostering deeper connections with their athlete partners. For instance, Irving holds the position of chief creative officer for Anta's basketball line, a role he describes as both exciting and pressure-filled. He stated, "Being a CCO is definitely a lot of pressure on me to... design new things, and especially when the community is asking for more." This approach aims to create a sense of community and engagement that resonates across global markets.

Anta differs from Li-Ning in its strategy by pursuing an aggressive overseas acquisition plan, which includes stakes in well-known brands such as Puma and Wilson. According to Dreyer, this positions Anta as a more established global brand, although he cautioned that this does not automatically alter perceptions of the Anta brand itself. Indeed, while Anta's overseas revenue reportedly grew by 150 percent year-on-year in the first half of 2025, it still stems from a relatively low base.

“Being a CCO is definitely a lot of pressure on me to... design new things, and especially when the community is asking for more.”Kyrie Irving, Chief Creative Officer, Anta

Despite the ambitious plans, including the goal of opening 1,000 foreign stores by 2028, marketing professionals like Elisa Harca suggest that the immediate impact of courting NBA stars is most pronounced within the domestic market. Anta has reportedly overtaken Nike to capture 23 percent of the Chinese sportswear market. However, Harca cautioned that globally, Chinese brands remain relatively niche, indicating that while the ambition is evident, the execution is still in its early stages.