Li-Ning inks industry-defining partnership with NBA's Evan Turner

Turner will start appearing in the company's global marketing immediately. Beginning in the second year of the agreement, he will have his own branded footwear and apparel product line, available globally.

"It's both an honour and an opportunity," Turner was quoted as saying by US media. "When I met with my agent, I told them I wanted to have my own brand, be able to build something and have it grow as I grow."

"It's great to have the support of a company that's as eager as I am to perform at the highest level possible. I am excited to be part of a growing brand and to blaze a new path for future young ballplayers everywhere to follow," he said.

Li-Ning was established in 1990 in Beijing and named after its founder and chairman, the legendary gymnast who won six medals during the 1984 Olympics. It has achieved huge success in China and has become a market leader in the country's explosively growing and fiercely competitive sportswear industry.

The company has been actively looking to expand outside of China, especially since the 2008 Summer Olympics, and is increasingly viewed as a potential challenger to global giants. The company has its US headquarters and a retail store in Portland, which is the long-time home of Nike and Adidas.

"This is truly a game-changing moment for the Li-Ning brand," said Li-Ning's brand initiative director for basketball, Brian Cupps. "Adding a supreme young talent like Evan Turner sends a message to the global basketball community that Li-Ning basketball is committed to being a player on the global stage."

In July, Li Ning redesigned its logo and launched a new tagline ‘Make the change’ as part of a bigger brand revitalisation plan over the next three years.