Steph Curry’s Li-Ning deal and the hard part of going global
Three decades of making the world’s products taught Chinese companies everything except how to be wanted. That, not supply chains, now decides who travels well.
The ‘Curry Moment pack comprises the Way of Wade 12 in two colorways, Liberty and Obsidian. An American star borrowing Chinese research inverts the old endorsement script. Whether shoppers overseas follow is a question about desire, not factories or shelf space. Image: Li-Ning
The ‘Curry Moment pack comprises the Way of Wade 12 in two colorways, Liberty and Obsidian. An American star borrowing Chinese research inverts the old endorsement script. Whether shoppers overseas follow is a question about desire, not factories or shelf space. Image: Li-Ning
Contents
- What does 14 years of Dwyane Wade tell Li-Ning about whether a signature athlete can build a brand overseas on his own?
- Why would a brand with $4.42 billion in annual revenue need an American point guard to sell shoes abroad?
- Can a Chinese sportswear brand build demand abroad without borrowing a Western definition of what consumers should want from it?
- Recommended
- Dig Deeper
