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LeBron James is King in China!

October 19th 2007 07:15

LeBron is everywhere in China! (Photo by Andrew D. Bernstein/NBAE via Getty Images)

You’d think that Yao Ming would be the most popular player in China, and indeed he is well liked, but he isn’t as beloved as LeBron James. Yes, it’s good to be the king and LeBron rules the Middle Kingdom in the manner that would make Yao blush.

The NBA is intent on making huge inroads in the burgeoning Chinese market and are doing so on the backs of players such as Kobe Bryant, Allen Iverson, and, yes, LeBron James, who are all more popular in China than, Ming!

Bron-Bron and his Cav teammates are currently in China for some preseason exhibition games and the Chinese have gone gaga for James, who is the centrepiece for Nike and the NBA in their expansion out east.

In fact so big is the cult of King James, Nike established a LeBron James museum that has all things related to the man for the duration of his time in China. The museum offers 3-on-3 games, childhood photos, jerseys and of course, the ubiquitous LBJ range of Nike shoes. It is one whole big, LeBron love-fest!

So, why on earth have Nike initiated the LBJ Museum? Allow, Nike spokesperson, Alan Marks

You'd be laughing too if you had a $US90 million contract from Nike. (AFP/File/Mark Ralston)

to address that question: “The idea is to help Chinese youth understand who he is, his career, his history and his personality…” (Wade, AP, 2007)

Addressing the popularity of King James over Yao, Huang Risheng, a reporter for the Chinese-language Titan sports newspaper has this to say: “The Chinese are looking for individual heroes…We are not open enough, not extroverted enough. We like the individual effort, just one man saving the whole team like James…I think those three are more popular than Yao Ming. It's a contradiction. Maybe I should say we like their style of play better.” (Wade, AP, 2007)

Here we have the irony that Yao is probably more popular in the U.S. than in China, whilst, LeBron gets more love in China.

Young Chinese fans have gone LeBron crazy, with 17-year-old, Guo Youtian calling Bron-Bron “unbelievably stylish” (Rui, China Daily, 2007)

LeBron’s kicks are the most popular shoes amongst the young of China, while his high school replica jersey is one of the most desirable pieces of clothing of the Chinese youth. Want to know how much his high school jersey is worth on the black market? Try a cool, 3000 Yuan, or $US405.

Think LeBron looms large right now in China? Just wait till next year during the Olympics!

Today’s video is of King James in China. Enjoy.