In August 2006, Li Ning signed a contract with shaquille o'neal, the legendary star of the former Los Angeles Lakers. At that time, O 'Neill had just led Miami Heat to win several NBA championships, and his popularity in China was at its peak. O 'Neill was a player under Reebok when he first entered the NBA, but after his contract expired, he didn't renew it or sign new contracts with several other world-famous brands.

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On June 65438+ 10/0, 2006, Zhang Zhiyong, CEO of Li Ning Company, announced that Li Ning Company had signed a contract with damon jones, the star of the Cleveland Cavaliers in NBA. Li Ning became the first sporting goods company in China to sign a contract with an NBA star.

Li Ning brand has also become the first China sports brand to appear in NBA. Although Jones is not very popular in China, as the first "crab-eating" company, this signing is enough to make Li Ning the focus of public attention.

After signing O 'Neill, O 'Neill has just led Miami Heat to several NBA championships, and his popularity in China has reached its peak. So we can see that Li Ning's share price rose all the way from 2006 to 2007. Dramatically, O 'Neill's game data rebounded in the 2008-2009 season, and Li Ning's share price began to rebound in early 2009.

Baidu Encyclopedia-Li Ning Sports Products Co., Ltd.-Brand endorsement