After the pandemic and political tensions had dampened visits by basketball players to China, the past few months have marked the return of NBA star power there.
From shoe brand rivalries to spiritual retreats, from reality shows to preseason promotions, the NBA's presence is once again palpable in the world's second-largest basketball market.
The two most eye-catching visits came from two big names, namely Stephen Curry and LeBron James.
The two are on a promotional tour of China, a throwback to the summer tradition of NBA icons regularly touring the country to meet fans and promote their personal brands.
Curry, a longtime partner with Under Armour, made a stop in Chongqing, China. He received a rousing welcome, capped off by a drone display that formed his signature "Night Night" celebration symbol in the night sky.
More than just a branding event, the moment served as a reminder of Curry's global reach, especially in China, where his playful style and outgoing personality resonate with young fans.
Not to be outdone, LeBron James also drew a large crowd in Chengdu, China, with an event with Nike. The tour highlighted LeBron's resilience and global influence, not only as a player but also as a global basketball ambassador.
Despite the focus on shoes, the atmosphere created felt like a cultural reunion, proof that Chinese fans still view him as one of the most important figures in basketball history.
The rivalry between the two companies underscores the fierce competition between Nike and Under Armour. But more than that, there's the undeniable fact that China's sporting goods market is now worth over US$60 billion annually.
This makes it an important arena not only for global giants, but also for local brands in China like Anta, which now sponsors NBA players like Kyrie Irving and Klay Thompson.
For Curry and LeBron, being in China means more than just sales. Their presence is also about maintaining relevance in an increasingly competitive market.
NBA star LeBron James poses for a photo during a tour in Chengdu, Sichuan Province, China, on Sept. 5, 2025. (Xinhua/HO Organizers)
Airing since September 5, the show follows the journey of actresses, influencers, and college dancers who compete to become members of the Chinese version of the Brooklynettes dance team.
The final will coincide with the Nets' preseason game against the Phoenix Suns at the Venetian Resort in the Macau Special Administrative Region ( SAR).
By blending basketball and pop culture, the Nets are seeking to attract a younger audience while strengthening ties with Chinese fans.
