Lining Signed 2010 NBA Rookie Top Spot Evan Turner.

Beijing time August 24th, China's Li Ning Co signed a multi-year contract with Evan Turner, the NBA rookie in 2010, and Turner became the spokesman for Lining. For the signing of the contract, the US multimedia has been given a "historic step" evaluation. Why does a seemingly ordinary contract attract widespread attention from foreign media, or even evaluate the potential of changing the history?

Signing the idea of signing Turner's debut

　　 Lining Signed the new branch Evan Turner, which is a breakthrough for Chinese brands in the eyes of foreign media, because this is the first time Chinese brands have broken through the monopoly of NIKE and ADIDAS on Quality Star resources.

According to the US NBC, over the past few years, people have been discussing American sports brands, such as NIKE's " Business invasion "." But things are changing now. China's Li Ning Co has signed a multi-year contract with Evan Turner, the top seller in 2010, to make Turner its spokesperson.

For Chinese brands, this is a no small leap. Because before China's sports brand, it is not willing to directly fight against international brands such as NIKE or ADIDAS, and sign top stars or new recruits. Usually their strategy is to wait for players to become veterans and sign them at a reasonable price.

The strategy before Li Ning Co was the same. They signed Shaquille ONeil and Byron Davis, and PEAK signed Jason Kidd and Sean Battier. The spokesmen of Anta included Kevin Garnett and Steve Francis.

These people, they signed. Chinese brand At that time, they had signed second, third or even fourth contracts with sponsors, and the appeal and influence were already on the decline.

Turner signed Lining differently, and his cooperation with Lining was his "virgin treaty" in NBA. Turner will play Lining's boots for NBA in his rookie season, helping Li Ning Co to promote in the United States. He will own his signature shoes and costumes and sell them all over the world.

This practice is often used by NIKE and ADIDAS in the past. Now, the sudden emergence of Chinese brands will inevitably make many American media lament that Chinese enterprises must face up to the competition with world-class sports brands.

"This is an important moment for Lining to change her brand strategy," said Li Ning Co creative director BrainCupps. "Signing such a talented young player like Turner is Lining's signal to the world basketball field, which marks Lining's promotion of her basketball brand to the whole world."