The NBA and Adidas are very popular in China, as evidenced by more and more Chinese companies advertising in the NBA, including “shanzhai” brands like Adivon. So if Chinese copycat brands are already advertising courtside at the NBA, how are the original brands advertising in China to their Chinese market?
Adidas Basketball has been using popular Chinese video-sharing website Youku to post commercials and share videos of American professional basketball players Derrick Rose (point guard, Chicago Bulls) and Dwight Howard (center, Orlando Magic) with Chinese NBA basketball fans. Their videos have been amongst the most viewed and discussed videos throughout Youku. For example, at present, their videos are the 9th most viewed videos of the week.
“Fast Don’t Lie”
“[Derrick] Rose: Speaking only with speed“, uploaded 4 months ago, over 1.8 million views:
“[Dwight] Howard: Speaking only with speed“, uploaded 3 months ago, over 2.4 million views:
Special Videos For Chinese Fans
Adidas Basketball’s Youku videos also include content aimed at Chinese audiences like the following videos of “Superman” Dwight Howard’s tour of China:
“Superman enthusiastically experiences hot and spicy delicacies“
“Superman and pretty girl make wontons“
“Superman China Tour sharing thoughts“
“[Derrick] Rose: So fast you might swear!” (adiZero) , uploaded 14 days ago, over 380k views:
“The Windy City’s son [Derrick] Rose: Dazzling past reality, creating illusions!” (Fast Don’t Lie) , uploaded 14 days ago, over 390k views:
“The Man Child”
This last video featuring Dwight Howard was posted within the past month and has accumulated over 2.2 million views already: