Shaq leads Li-Ning's offense

Homegrown Chinese label Li-Ning has fired the latest salvo in the mainland's sportswear brand battle, launching its first basketball apparel and footwear line, Li-Ning Shaq.

The brand, which is seeking to step up marketing efforts ahead of the 2008 Beijing Olympics, will roll out the new product line in January 2007. The new line is backed by NBA star Shaquille O'Neal who is featured in an outdoor billboard, print and online campaign.

"This is the first tie up with an NBA player that allows Li-Ning to develop a complete new product line," said Luis da Rosa, business director at Leo Burnett.