Nike seeks to hold a tour in China with NBA stars Doncic and… | kbnmart

Nike Inc., the Jordan brand, said it will take a number of its top sponsored athletes on a tour to China in a fresh effort to promote its product lines in the vital growth market.

Dallas Mavericks guard Luka Doncic, New Orleans Pelicans forward Zion Williamson and Boston Celtics forward Jayson Tatum, all wearing Jordan Brand sneakers, will be on the trip this fall, along with Orlando Magic forward Paolo Banchero.

The NBA stars will attend a series of events in Beijing and Shanghai in what Jordan Brand described as a “significant cultural experience,” a brand representative said. Details of the tour have not yet been revealed.

Management is counting on Jordan to help revitalize its business in China, where the world’s largest sportswear company has stumbled in recent years, as a slowing economy and rising consumer nationalism have pushed shoppers toward local brands such as Li-Ning and Anta Sports Products.

Nike and its competitors have a long history of bringing their top sponsors to China to connect with consumers. Michael Jordan visited China in 2004, shortly after retiring, where he toured the Great Wall and attended a high school basketball championship game. Golden State Warriors star Stephen Curry is set to head to China in September to promote his sportswear brand with Under Armour.

In March, Jordan Brand opened a new flagship World of Flight store in a trendy Beijing neighborhood, bringing in executives from abroad to oversee the lively opening.

“Jordan Brand is one of Nike’s future growth engines,” Sarah Mensah, president of the Jordan Brand, said at the time. “We recognize the importance of our role.”