Basketball player LeBron James joined Nike’s president and CEO, Mark Parker, at a consumer event in Shanghai on October 15 to launch the LeBron V China colourway shoe. The athletic shoe was available in Shanghai stores from October 16, coinciding with the most recent LeBron advertising campaign which launches in China this week.

Nike is China's top athletic brand, representing approximately one-third of the market. The company leads the industry in basketball and soccer, the two most popular sports among Chinese youth.

Other basketball players in Nike’s portfolio include Kobe Bryant and Vince Carter, while well-known footballers such as Christiano Ronaldo and Ronaldinho are also among its endorsers.

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