Chinese sportswear company Li-Ning has reached an agreement with the Miami Heat to form a monumental partnership. When Li-Ning first signed Dwyane Wade, it was a significant step for the Chinese brand to grow exponentially and was a sign that Li-Ning will make its physical presence felt here in the states soon. To extend their appeal internationally, two iconic franchises have come together.
The Miami Heat’s official website Heat.com, its American Airlines Arena, and the team’s TV programming on Sun Sports will all feature Li-Ning advertising. Li-Ning merchandise will be available in the Miami Heat American Airlines Arena by 2013 including superstar Dwyane Wade’s own WADE collection.
For more details on this historic deal, continue reading…
The LI-NING brand represents both style and substance and is therefore a welcome addition to the Miami HEAT family of partners,” said Eric Woolworth, President of The HEAT Group’s Business Operations. “We’re eager to help introduce LI-NING to HEAT fans everywhere and we are confident their new collection of WADE merchandise will have a very broad appeal.”
LI-NING Company Limited is one of the leading sports brand companies in China, mainly providing sporting goods including footwear, apparel, equipment and accessories for professional and leisure purposes primarily under the LI-NING brand. Headquartered in Beijing, the Group has brand marketing, research and development, design, manufacturing, distribution and retail capabilities. It has established an extensive supply chain management system and a retail distribution network in China, predominantly through outsourced manufacturing operations and franchised distribution.
“We are very excited to be the latest all-star to join the roster of the Miami HEAT and help support the team’s journey to another NBA Championship,” said Brian Cupps, Director of Brand Initiatives for Basketball at LI-NING. “The HEAT offer an amazing platform on which to engage with fans who will love our upcoming WADE merchandise.