By
Bloomberg
Published
August 26, 2024
Nike Inc.'s Jordan Brand said it will take several of its top sponsored athletes on a tour of China in a new effort to promote its product lines in the crucial growth market.
Dallas Mavericks guard Luka Doncic, New Orleans Pelicans forward Zion Williamson and the Boston Celtics' Jayson Tatum, who all have signature Jordan Brand sneakers, will participate in the trip scheduled for this fall, along with Paolo Banchero of the Orlando Magic.
The National Basketball Association stars will attend a series of events in Beijing and Shanghai in what Jordan Brand is calling a “meaningful cultural experience,” a representative for the brand said. Details of the tour have not yet been released.
Management is turning to Jordan to help revitalize its business in China, where the world's largest sportswear company has stumbled in recent years, hit by an economic slowdown and rising consumer nationalism that has pushed buyers toward homegrown brands such as Li Ning and Anta Sports Products.
Nike and its rivals are bringing their top endorsers to China to connect with consumers. Michael Jordan himself visited the country in 2004, shortly after retiring, and participated in the Great Wall of China and a high school basketball championship game. Golden State Warriors star Stephen Curry will travel to China in September to promote his sportswear brand with Under Armour.
In March, Jordan Brand opened a new World of Flight flagship store in a trendy Beijing neighborhood and brought in executives from abroad to oversee the vital debut.
“The Jordan Brand is one of the drivers of Nike’s future growth,” Jordan Brand President Sarah Mensah said at the time. “We recognize the importance of our role.”
