How NBA players are monetizing Chinese fandom

The United States National Basketball Association (NBA) stars are increasingly turning their vast Mainland Chinese fan bases into commercial opportunities. China’s massive basketball audience, with the NBA alone attracting 44 million Weibo followers and 30 million weekly viewers, underscores the market’s immense potential. Minnesota Timberwolves guard Anthony Edwards is the latest player to make the trip to engage with Chinese fans. He has partnered with Adidas for a weeklong China tour that begins on August 21 in Shanghai and wraps up in Beijing on August 28. The itinerary includes fan events, community appearances, and promotional stops for his signature sneaker line. Adding merch to the mix, streetwear powerhouse Clot has released an exclusive sneaker as official tour merchandise, with founder Edison Chen teasing the design on Instagram with a release date yet to be announced. Among a host of other players building a presence is LA Clippers guard James Harden. He recently finished a tour of China with Adidas starting with kung fu in Guangdong and ending in Shenzhen with a meet-and-greet at the sportswear giant’s store. His 10th Adidas Basketball sneaker arrives next year. Also Kyrie Irving, who ended his 12-year relationship with Nike in 2022, and signed a five-year deal with Chinese sportswear giant Anta, a major player in China’s basketball market, in July the following year. His debut Anta sneaker dropped in Q1 2024, with the latest model hitting stores on August 4. Read on for our verdict on these collaborations, and subscribe here to receive this news directly to your inbox every Tuesday. Kyrie Irving x Anta Details: Anta Kai 1 Chief Hélà “Crown Jewel” colorway, August 2 (U.S. and China) Social context: On Weibo, where the sports brand has 3.99 million followers and the NBA player has 812,000, posts under the hashtag #KyrieIrving have 25.59 million views. Verdict: By drawing on ceremonial amethyst beads and tribal chief regalia, the design transforms performance footwear into a wearable narrative of ancestry and identity, deepening emotional connection with Irving’s Indigenous heritage. American professional basketball player Brittney Sykes’ debut of the unreleased colorway at the WNBA All-Star Weekend on July 19 provided organic visibility and cross-league appeal. The midnight purple hue and tassel detailing infuse the sneaker with exclusivity and spiritual leadership symbolism, aligning Anta’s performance focus with high-concept cultural capital that will likely attract collectors, lifestyle consumers, and socially conscious buyers. Clot x Adidas x Anthony Edwards Details: Clot x Adidas Anthony Edwards 1 Low [Release date TBA] Social context: NBA star Anthony Edwards has 484,000 followers on Weibo, while Clot has 227,000. Verdict: Partnering with Clot enables Adidas to inject fresh cultural relevance into the AE1 line before transitioning to the AE2, sustaining consumer interest in the franchise while avoiding product fatigue. Edison Chen’s Clot brings a strong East-meets-West streetwear sensibility, tapping into both basketball performance markets and fashion-forward sneaker collectors across Asia and global hype communities. The fiery gradient from electric blue to black, combined with subtle Clot branding, positions the AE1 Low as both a high-performance court shoe and a lifestyle statement piece, appealing to buyers who value aesthetics as much as athletic function. Adidas Basketball x Anthony Edwards Details: “Believe That Tour” Edwards China Tour Social context: #adidasbasketball has 23.7 million reads on Weibo, while #EdwardsChinaTrip has 338,000 views and 195 discussions on the platform. Verdict: Adidas Basketball is orchestrating Edwards’ first China visit to deepen market penetration by using localized fan engagement to strengthen brand loyalty in one of basketball’s most lucrative growth markets. By integrating on-court showcases with music, style, and meet-and-greet events, Edwards embodies the modern multi-dimensional sports star, appealing to youth audiences who value personality and cultural resonance alongside athletic talent. The tour’s multi-city format and narrative-driven branding reinforce Adidas’ commitment to nurturing China’s next generation of basketball talent, positioning both Edwards and the brand as enduring fixtures in the country’s sports and lifestyle ecosystem.

How NBA players are monetizing Chinese fandom

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Published August 12, 2025

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How NBA players are monetizing Chinese fandom