More than other American-based leagues, the NBA has a significant China presence. A sizable portion of that is attributable to Yao Ming, the Hall of Fame former NBA player.
The China market has been on Under Armour’s radar for years, and the Baltimore brand appears to be intensifying its push.
“With the NBA the top-selling league when it comes to merchandise in China, the stakes are high for Baltimore-based Under Armour,” says CNBC, which recently followed the company – and Stephen Curry, its top basketball emissary – on a China trip.
“After years of rapid growth in the U.S., the company needs to reach the global consumer, especially with competitors Nike and Adidas already finding big success in this region,” CNBC said.
It was Curry’s second annual summer tour of China with Under Armour. The Golden State Warriors star made stops in Shenyang, Guangzhou, Hong Kong and Taipei.
Curry did meet-and-greets and shooting drills.
In Taipei, Curry drew a “jam packed” crowd, Under Armour said. He also had his shot blocked by a 17-year-old during the final seconds of an exhibition game.
“To give the MVP the chance to redeem himself, the final seconds were replayed. Stephen didn’t disappoint, knocking down a 3-pointer from well beyond the line,” Under Armour said in a recap of the trip.
“Basketball is booming and it's not just an Under Armour standpoint, it's about the game itself -- kids going out and playing and being inspired by what we do on the court," Curry told CNBC. "So to be able to come over here in our short little window and be able to get out and get face-to-face with our fans, it is definitely important.”