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...could leap and touch a spot more than 11 ft. 6 in. off the ground. (The basketball rim is 10 feet high.) As Yi mastered new skills--the midrange jumper, the baby hook, the reverse slam--he attracted the attention of Adidas. Eager to loosen Nike's hold on Chinese basketball, the shoe company flew Yi to New Jersey for its ABCD Camp in the summer of 2002. He was the only Chinese player there. "It was an eye-opening experience for him," says Guangdong junior coach Zhang Zhenming. "He came back with a very clear vision of where...
...Jianlian is the first to admit he's not ready for prime time. "I'm too young and skinny," he says, his baggy denim shorts and triple-XL Nike shirt only reinforcing his point. Yi has played only one season, most of it riding the bench, in the CBA. But his final regular-season game last spring offered a tantalizing glimpse of the future. With the game heading into overtime, Yi came off the bench to score 13 points in five minutes to seal the victory--and secure Guangdong's place atop the standings. Two weeks later, when Guangdong played...
...draft.) Yi and his parents both say on the record that he was born in 1987. But when pressed on the issue, Yi turns away and fills the room with an uncomfortable silence, and his father smiles blankly without responding. Whatever the truth, it doesn't seem to bother Nike. The company recently beat out the competition and signed Yi to a six-figure, multiyear deal worth far more than his actual salary--and indeed more than Yao Ming's original Nike contract. Forget about that other guy for a minute. The klieg lights of stardom are already starting...
...only thing I can liken it to is when companies like Nike injected technology into footwear and revolutionized the market, creating a billion-dollar industry. It's as revolutionary as that," says Marshal Cohen, chief industry analyst of the NPD Group. "In the climate that's being established, celebrities could certainly build an empire that would put them on the financial charts. Would they be similar to Calvin? No. But could they be as important...
...edge of this consumer boom is on full display in Gurgaon, a satellite city south of New Delhi that is rapidly developing into mall-rat heaven. Since December, three mammoth, glitzy malls have opened their doors there, crammed with a collection of stores airlifted straight from America's suburbs?Nike, Benetton, Pizza Hut, Subway sandwiches, even a showroom for Bose audio systems. Two multiplex theaters show such Hollywood hits as The Matrix Reloaded. Five more malls nearby are in the works...