Jane Leung
Jul 26, 2010

NBA star Yao Ming partners with Monster Cable to launch Yao Monster

BEIJING – Monster Cable, a consumer audio and video cable brand in the US, has launched electronics and lifestyle products brand Yao Monster with Houston Rockets basketball star Yao Ming.

Yao Monster
Yao Monster

An iconic figure in China, Yao's reputation both locally and abroad is expected to accelerate Monster Cable's penetration into the mainland market. Monster Cable has been present in the Chinese market for 20 years, but the new Yao Monster product line is expected to create a turning point for the company.

Founder Noel Lee said, "While there is tremendous opportunity in China, there are many barriers to expansive distribution that make it a challenge for companies seeking to penetrate the market."

Yao Monster is due to launch exclusively in China's retail market later this year. The terms between Yao and Monster Cable remain undisclosed, but the San Francisco Chronicle has reported that part of Yao Monster's sales will go to the Yao Ming Foundation to build schools for disadvantaged children in China.

Products will include high performance headphones, lifestyle bags, performance glasses, home theater connectivity and power products among others.

Lee goes on to explain that Chinese consumers tend to have a high sense of brand loyalty. Yao, with his humble origin and international success, will undoubtedly create a strong heritage for the Yao Monster brand.

"A person's choice also represents their style and the kind of life they want to live," said Yao. "Yao Monster products will be different from other existing consumer electronics products and will be designed to impact the way we relax, how we exercise, and how we inspire ourselves," he adds.

Monster Cable originated in San Francsico in 1978, and is now headquartered in Brisbane.


Campaign China

Related Articles

Just Published

6 hours ago

Will you listen to stock market advice from a rapper?

That's what Anand Rathi, a financial services firm in India hopes with this quirky campaign, starring its own leaders.

6 hours ago

Should the pitch process end at chemistry meetings?

After Mother and TBWA\London called for the process to end after chemistry meetings, Campaign asked others for their opinion on this contentious topic.

7 hours ago

Rainbow-washing: a partial, half-hearted defence

Not all brands should have free reign over the rainbow, but nonetheless brands do have a unique power to disrupt society and inform our culture.

7 hours ago

Creativity is the return gift of empathy: BBDO's ...

Cannes Lions 2022: The chairperson and CCO of BBDO India spoke about how creativity can drive meaningful action