中國品牌的NBA代言人

Dwyane Wade

德維恩·韋德

In 2012, the former Finals MVP and Chicago native was fresh off of his second NBA championship, but he was leaving the familiarity of Jordan Brand for a company nearly 8,000 miles away from Miami.

2012年，前總決賽MVP、芝加哥土著德維恩·韋德拿下了生涯第二座總冠軍；但同年，他離開了合作多年的耐克喬丹球鞋品牌，遠渡重洋，加入了一家離邁阿密萬里之遙的陌生公司。

NBA stars such as Shaquille O'Neal and Kevin Garnett had signed on with Chinese brands in years prior, but toward the end of their careers and as big men, a group that has long struggled to captivate the American sneaker-buying market.

韋德之前，也有NBA球星與中國球鞋品牌簽約，比如沙奎爾·奧尼爾和凱文·加內特，但二人都是職業生涯行將結束的內線，這種球員長久以來都擠不進美國球鞋市場的主流。

Never before had a superstar guard who still had a robust domestic sneaker market available to him made the move to a Chinese shoe at the height of his career.

韋德當時依然是超級巨星後衛，又在美國國內球鞋市場相當有賣點，之前從未有過此級別的球員在巔峯之時加入中國品牌。

It's a move that has made waves through the signature-sneaker industry in the years since, drawing the attention of young NBA players who are navigating their own endorsement deals and branding opportunities.

這一筆簽約，在之後幾年的鞋市上掀起了不小波浪，尤其吸引了年輕NBA球員的注意，他們都想着推出自己的簽名鞋，打開自己的品牌。

Rajon Rondo

拉簡·隆多

A year after Wade signed, Rajon Rondo agreed to a six-year deal with Anta, following in the footsteps of teammate Kevin Garnett, who landed with the company in 2010 after his Adidas deal was up.

韋德簽約一年後，拉簡·隆多與安踏達成一份6年合同，他的老隊友凱文·加內特2010年與阿迪達斯合同結束後就加盟了安踏，所以隆多也算是跟隨了老友的腳步。

CJ McCollum

CJ·麥科勒姆

CJ McCollum's rapid rise to stardom earned him a $106 million contract extension with the Portland Trail Blazers. The fifth-year guard also suddenly found himself among the most sought-after players by footwear brands this past summer, as his initial four-year sneaker deal with Nike was set to expire.

CJ·麥科勒姆的迅速成長，爲他打下了明星的聲望，也幫他拿到了開拓者1.06億的續約。五年級的麥科勒姆突然發覺，隨着耐克的四年合同到期，自己已經是球鞋品牌眼裏的香餑餑。

As McCollum was sorting through brand presentations and offers, he also did a healthy amount of his own research. He phoned up the former Miami Heat star and Finals MVP often over the summer, picking the brain of the 12-time All-Star about his experience with the brand, the performance of the sneakers and nuances about touring in China.

麥科勒姆看着各種品牌的介紹與合同，眼花繚亂之際，他也沒忘自己做做市場調查。他給前邁阿密球星、總決賽MVP韋德打去電話，希望借用這位12屆全明星的智慧與經驗，聽聽他簽約李寧後的體驗、球鞋質量以及中國行的種種趣味小事。

Throughout their conversations, Wade wooed McCollum with his confidence in the product, along with anecdotes about the level of service and attention he receives, and how that compares to his experiences with Jordan Brand.

二人談話中，韋德向麥科勒姆大力推薦李寧，展現着自己對東家的滿滿自信；同時還講了不少故事，比如李寧高水準的服務和旗下球星得到的市場關注，以及這些特點與耐克喬丹品牌的比較。

"I was just getting an understanding of his overall experience with it," McCollum said. "He left at 29 when he went to Li-Ning. With me as a 26-year-old, our mindset and our approach to the situation is very similar."

“我想大致瞭解他的整體體驗，”麥科勒姆說。“他是29歲加盟的李寧，而我也26了，我們的心態、境遇與目標都非常相似。”

McCollum also got advice from Blazers teammate Evan Turner, who has a long-term deal with Li-Ning and happens to sit directly next to McCollum in the Blazers' locker room.

麥科勒姆還從開拓者隊友埃文·特納那裏得到了不少建議，特納也與李寧有長年合同，而且在波特蘭更衣室裏，二人的櫃子還是挨着的。

Evan Turner

伊凡·特納

"I just kept it real with him, what I liked about the brand and how I thought we could get better," Turner said. "As his star was rising, I told him I thought it'd be advantageous for him to partner with an up-and-coming brand."

“我只是跟他說些事實，我喜歡李寧的地方、我覺得大家可以一起努力提高的方面，”特納說。“我跟他說，作爲一個逐漸嶄露頭角的新星，與這樣一家同樣在崛起中的品牌合作非常有優勢。”

Klay Thompson

克萊·湯普森

When Golden State Warriors sharpshooter Klay Thompson received an offer from Anta the following summer, his agent at the time suggested he reach out to Rondo for feedback.

隆多簽約安踏後一年，金州勇士神射手克萊·湯普森也接到了安踏的合約，湯普森的經紀人當時建議他聯繫隆多，聽取些經驗、反饋。

"Wait till you go out there," Rondo told Thompson. "They'll show you so much love."

“等你真正去了就知道了，”隆多說。“他們（中方）會給你展示出巨大的愛意與善意。”

"At first, you know, you're skeptical," Thompson said. "Then, you come over to China and you see it firsthand, how much these people love hoops."

“一開始，你懂得，還是會有猶豫、遲疑，”湯普森說。“等到了中國之後，你要是能親眼見到，才能體會那裏的人有多麼熱愛籃球。”

"I knew with the other brands in the States, whether it was Nike or Adidas, it was going to be tough for me to get a signature shoe," Thompson said. "I knew with Anta, I would have so much input creatively. I was going to hopefully be the Michael Jordan one day of Anta."

“在美國品牌比如耐克、阿迪達斯這些的話，我知道我很難推出自己的簽名鞋，”湯普森表示。“而在安踏，我可以得到巨量的創意資源，希望有天我可以成爲安踏的邁克爾·喬丹。”

Thompson saw that last summer as he celebrated his new extension with Anta with a five-city, seven-day tour of China."I can do a USA tour, whether it's Portland, Chicago or wherever, and I'm not getting these crowds,"

去年夏天，爲慶祝與安踏成功續約，湯普森開展了一次七天五城中國行。“我當然可以辦次美國行，波特蘭也好，芝加哥也罷，但我絕對不會得到這樣的歡迎人羣。”

Thompson said. "But I'm taking a five-city tour in China and there's thousands of people waiting to see me, and I can't believe it. The hunger from these people just to see one of their favorite basketball players is so cool.

湯普森說：“在我遊歷五個城市的中國行期間，這裏千千萬萬的人希望見到我，簡直難以置信。這些球迷們極其渴望見到心愛的球星，真的很酷。”

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