In the upcoming NBA season, Mr. Garnett will compete in Anta shoes and the Chinese company will launch a "KG" line of basketball sportswear.
Mr. Garnett is promoting the deal this month by taking part in basketball events in Beijing, Shanghai and Xiamen, where Anta is based.
"Leveraging Kevin Garnett's worldwide popularity and influence in the sport, and with our extensive basketball resources and nationwide integrated marketing strategy, the joining of Kevin Garnett will no doubt help support the sustainability of the basketball industry in China, enhance our brand image, and bolster our leadership and competitiveness in the basketball market," said Anta's chairman-CEO, Ding Shizhong in a statement.
Basketball is one of the most popular sports in China, dating back to the early 20th century when it was introduced by American missionaries. Approximately 300 million Chinese follow the sport.
Both local and western sportswear marketers have partnered with NBA stars to grow their brands in China. Mr. Garnett is the second NBA player to partner with Anta.
The Chinese company already works with Luis Scola, an Argentine power forward-center who plays with the Houston Rockets. Since 2004, Anta has been the exclusive sponsor of sportswear and equipment for the Chinese Basketball Association.
Return to the Ad Age China home page here