The Success of Li-Ning?
Li-Ning has tried their best to break into the American basketball market, but over and over they have made very little progress in the American progress so far. This is because of the other powerhouse basketball sneaker brands on the market like Nike and Jordan, because of their massive influence across the NBA league, they take over the basketball market not just in the NBA and in America, but all across the world including china. The majority of the stars in the NBA are sponsored by either Nike or Jordan (and a sprinkle of a few athletes sponsored by other brands such Puma, Under Armor, and New Balance), but there are only less than a handful of stars with shoe deals with Li-Ning; those players include Jimmy Butler, CJ McCollum, and retired basketball star Dwyane Wade.
Some of the less obvious reasons as to why Li-Ning does not appeal in America is because most American consumers correspond Chinese brands as the cheaper/worse quality product in comparison to their competitors Nike and Jordan in the basketball sneakers market. There is that stigma that products from foreign countries are the knockoff products of American products like fake designer clothes and fake Jordan's, and because of that, nobody wants to be seen wearing something that is not a Nike or Jordan basketball shoe. Even with other very known brands in America like Under Armor and New Balance, their influence in the basketball market is not huge, even with huge stars signed to those brands like Stephen Curry (Under Armor) and Kawhi Leonard (New Balance). And even with Li-Ning signing a few stars like Jimmy Butler and Dwyane Wade, those stars can only do so much for the brands influence on the market, and As long as that stigma of a Chinese products being lower quality products in America, it will be very hard for such brand to have any impact in the Basketball world. And in the home country of China, Li-Ning is still seen as a “Dad” shoe brand and is not considered as a stylish/cool product. So in China, Nike and Jordan's still rule over the basketball market.