The largest Chinese company we have worked with within the United States is PEAK Sports. We have worked with the company in its early stages of entry into the USA market when they were trying to build their digital brand by signing up NBA players.
In the early stages of the US Market entry, they did not have any retail stores nor USA physical presence but did have a clever way of approaching NBA players popular in China by giving them something that Nike and Addidas did not offer to NBA players on that level – their own shoe brands.
PEAK’s digital marketing strategy was to recruit NBA players whose popularity in China was greater than their star power in the USA. Such players would more readily agree to have their own shoe and accept less in endorsement money, but still, get paid more than what Nike and Addidas would offer him in the USA.
The NBA player, with his name on the shoe, would wear the shoe and eagerly promote it on and off the court. The marketing campaign would be pushed through social media in the USA and China.
In addition to digital, each NBA player was contractually obligated to participate in off-line marketing events, such as the signing of autographs in locations branded with the PEAK logo.
NBA players initially signed by PEAK were Attention client Sasha Vujacic, Ron Artest, and Shane Battier. Soon after the initial start of the campaign, PEAK signed more players and opened its first offices in Los Angeles, CA.