Monday, December 17th, 2012 at 2:27 pm  |  15 responses

Li-Ning Announces Partnership With Miami Heat (KICKS)

This summer, signing All-Star Heat guard Dwyane Wade was a huge step for Chinese-based sportswear brand Li-Ning. And now, they’ve taken another step forward—by teaming up with the entire Heat franchise for in-arena signage, online sponsorships and more. The details, from our friends at Li-Ning:

China’s leading sportswear company, LI-NING Company, today announced it has become an Official Partner of the NBA Champion Miami HEAT, effective immediately.

The partnership is part of a comprehensive marketing program to support WADE, a new athletic footwear and apparel collection that LI-NING recently launched with two-time NBA Champion and HEAT star Dwyane Wade. The partnership provides LI-NING with in-arena signage at AmericanAirlines Arena and other advertising assets on Miami HEAT properties, including HEAT.com and the team’s TV broadcasts on Sun Sports. LI-NING products, including WADE branded merchandise, may be sold at the Arena in 2013.

“We are very excited to be the latest all-star to join the roster of the Miami HEAT and help support the team’s journey to another NBA Championship,” said Brian Cupps, director of brand initiatives for basketball at LI-NING. “The HEAT offer an amazing platform on which to engage with fans who will love our upcoming WADE merchandise.”

“The LI-NING brand represents both style and substance and is therefore a welcome addition to the Miami HEAT family of partners,” said Eric Woolworth, President of The HEAT Group’s Business Operations. “We’re eager to help introduce LI-NING to HEAT fans everywhere, and we are confident their new collection of WADE merchandise will have a very broad appeal.”

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  • Max

    Am I the only one reads Li-ning as Linning?

  • Redd

    They suck

  • http://www.facebook.com/sajjatam Sajjatam Tp Kulsomboon

    I wonder how Li-ning hasn’t figured to sign Jeremy Lin a shoe contract. The Asian roots, the Lin puns waiting to happen, it’s a match made in heaven.

  • Da Real

    They have the same deal with Peak. These Chinese brands have no shot in the states. None

  • Max


  • Bvon

    Those shoes are terrible!!! How can you go from J’s to those? Can we say downside of his career. I remember Baron Davis tried that brand and now he’s staring on basketball wives!!!

  • RunNGun

    It’s reverse discrimination. They don’t think an Asian can sell.

  • http://twitter.com/iskolares Edcel Ceniza

    Have you personally worn them or are you basing it on the look alone? I have read good reviews about its fit. And going to Li-Ning from Js is justified if the money is right :)

  • RKJ92


  • http://www.facebook.com/andrew.kelleher.1610 Andrew Kelleher

    Wait, so they are making a Wade brand kind of like the Jordan brand?

  • http://www.facebook.com/shooting.guard.319 Shooting Guard

    they will do good in the US

  • Bvon

    I tried on a pair and the were way to heavy and felt like one or two good cuts and they’d fall apart. so you’d go from reping the GOAT to reping a joke if they gave you a few xtra bucks? Not a chance

  • Max

    Shht, go cry in a corner because your team drafted Bargs..

  • RKJ92


  • Max