Peak aims higher after Times Square splash

One of China's most dynamic sportswear companies has left its footprint on Times Square in New York, again.

Peak Sport launched a video advertisement featuring the DH1 – its latest sneaker design for NBA star Dwight Howard -- on the prominent billboard in the heart of Manhattan on Feb 25.

An advertisement for the Peak sneaker DH1 is played on a billboard in Times Square, New York, Feb 25. The DH1 is the first Peak shoe designed for Houston Rockets center Dwight Howard. [Photo provided to chinadaily.com.cn]

The DH1 integrates some top-of-the-line materials, including a strengthened vamp and cushion. The TPU external stabilizer in the back and a massive carbon fiber anti-torsion unit in the bottom both provide strong support to the feet, preventing injuries from movement.

Howard, the starting Houston Rockets center, gave a lot of credit to Peak's design team, saying the DH1 is an important milestone in his cooperation with Peak and fans, and a perfect match to his style on the court.

Orders of the DH1 in China have soared beyond 100,000 since its release in January, according to Peak. And the flamboyant Time Square display will no doubt contribute to Peak's international strategy by opening up the North American market, said Xu Zhihua, Peak CEO.

Dwight Howard (left) wearing the DH1 during an NBA game between the Houston Rockets and Utah Jazz.[Photo provided to chinadaily.com.cn]

"To many customers, Peak has been the top basketball brand in China in terms of its quality and international reputation," said Xu. "Peak's presentation in Times Square is not only a pioneering step in the eyes of many of our counterparts in China but also a way to fully show China's sports brands and sports culture to the world."

It is the second Peak ad in a month to appear on the Times Square billboard. The first one, around the time of the Chinese Spring Festival, showed Peak stars and fans extending their good wishes to the world.

Peak has witnessed a significant growth in its global business in 2015, said Xu, adding that the company has a strong foothold in many countries such as Russia and Iran.

A close-up of the DH1, the first sneaker made by Peak for NBA star Dwight Howard.[Photo provided to chinadaily.com.cn]