Word: bd
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Dates: during 2010-2019
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...permanent dominance in American sportswear is never a shoo-in. When Li Ning opened its Portland retail store to the public for an hour on Feb. 15 for its grand opening, sneaker heads lined up for five hours to be among the first to own a pair of BD Dooms, basketball shoes named after NBA point guard Baron Davis. Jay Li admits they lined up "not because of Li Ning but because we have a world-class basketball shoe." (It probably also helped that Baron Davis himself was in the store giving autographs.) Priced between $99.99 and $149.99, a pair...
...These days, the company works with NBA stars like Baron Davis (who has a signature Li Ning shoe, the BD-1) and Shaquille O'Neal (who is under a five-year contract with the brand). But it still maintains its value-for-money approach to marketing - recently making a big push, for example, into badminton, a sport largely ignored in the West but played and watched by some 300 million Chinese. Li Ning - sponsored shuttlecock star Lin Dan graces billboards and TV ads around China, and the firm opened a "badminton paradise" last year in Singapore, its first international outlet...