Word: adidases
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Dates: during 2000-2009
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It's the ultimate irony. Since the 1980s, when Run-DMC attracted sponsorship from Adidas, the rap community has aspired to be big business. By the '90s, those aspirations had become a reality. In a 1999 cover story, TIME reported that with 81 million CDs sold, rap was officially America...
Those powers are the sneaker companies - Nike and Adidas - who wage a ferocious battle to sell athletic footwear, gear and clothing to consumers in virtually every country in the world. None of those markets is more important than China. Nike brand President Charlie Denson said last week that China would...
That's why five years ago this month, as Yao prepared to become the NBA's number one pick, Yi Jianlian, then either 15 or 18, sweated through drills and games in a Shanghai gym, one of an elite group of players from all over east Asia. He was participating...
Once the NBA draft is held in New York, that investment will start to pay the dividends. And that's why, back in Shanghai late last month, the search for the next star from China went on. At the Shanghai University of Sports, Adidas again held its annual camp. The...
In that he's almost certainly correct. Yi is the second first round pick from China in NBA history, but he won't be the last. And for the sneaker companies and the NBA, the more the merrier. Consider that when Yi squares off next year for the first time...