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Li-Ning Partners With Miami Heat

Ads and signage will support the Chinese brand's Wade collection.

Dwyane Wade

Dwyane Wade

Photo By Courtesy Photo

Li-Ning is getting even further in the game.

On Monday, the Chinese athletic brand announced it will be an official partner of the NBA’s Miami Heat franchise, with signage at the Heat’s American Airlines Arena, in its marketing pieces online and in broadcast, effective immediately.

The move is part of the Beijing-based brand’s public relations push to support Wade, the footwear and apparel line created with the Heat’s Dwayne Wade. The collection, as well as other Li-Ning merchandise, may be sold at the arena in 2013. 

Terms of the deal were not announced.

“The Heat offer an amazing platform on which to engage with fans who will love our upcoming Wade merchandise,” Brian Cupps, director of brand initiatives for basketball at Li-Ning, said in a statement.

The first shoes in the multiyear agreement — the Wade Dynasty pack of two styles — were released in extremely limited quantities in October.
 
“The Li-Ning brand represents both style and substance and is therefore a welcome addition to the Miami Heat family of partners,” Eric Woolworth, president of business operations for The Heat Group, said in the statement. “We’re eager to help introduce Li-Ning to Heat fans everywhere, and we are confident their new collection of Wade merchandise will have a very broad appeal.”