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Baofeng Modern, NBA sign deal in Hong Kong

(China Daily)
Updated: 2011-05-19 07:59

HONG KONG - A line of NBA-branded flip flops, slippers and sandals will hit the market next month in China, giving fans another way to show their passion for the popular league.

A three-year partnership deal between NBA China and Baofeng Modern, China's largest slipper supplier, was signed on Wednesday in Hong Kong.

Baofeng Modern will manufacture, distribute, sell, advertise and promote the collection featuring NBA teams and All-Star Game logos and mascots through its network in the Chinese mainland, Hong Kong and Macao.

Signing with a slipper manufacturer would seem to be an unusual choice for the NBA, but Wang Dawei, director of the Global Merchandizing Group-NBA China, said it was a good way to expose the NBA's culture.

"The NBA is not all about sportsmanship on the court or the different jerseys and sneakers worn by the stars. It is about fashion and casual wear off the court," Wang said. "Currently, we have more than 10,000 merchandized products in 20 categories."

According to Chen Qing-wei, CEO and executive director of Baofeng Modern, it will start its design work with four teams each from the Western and Eastern conferences and then expand the collection to other teams based on market response.

"The partnership will further broaden Baofeng's line of products and help us achieve sustainable business growth by reaching more consumers through the NBA's growing fan base," Chen said.

About 300 million people in China play basketball and fans across the country watch NBA games through numerous television and digital media outlets.

China Daily

(China Daily 05/19/2011 page24)