Nike is developing plans to use Jeremy Lin, US basketball’s newest star, to market its products in China as it tries to maintain rapid growth in a region where its annual revenues are heading towards $3bn.
Mr Lin, a son of Taiwanese immigrants who has been sponsored by Nike since 2010, has gone from second-string obscurity to stardom this month by securing a series of victories for the New York Knicks.
Charlie Denson, president of the Nike brand, told the Financial Times that the world’s biggest sporting goods maker by sales was already exploring ways to profit from its most unexpected celebrity in China.
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