Facing off against Adidas and its star-studded roster, Nike had primarily focused its efforts on promoting James.
He alone took up at least seventy percent of their promotional resources.
And James did bring handsome returns for Nike. He had a pristine image. Although he didn't make the playoffs, his talent was widely recognized, he had plenty of highlight-reel moments, and he became only the third player in history to average 20+5+5. Most importantly, he was exactly what American basketball fans wanted.
But once the playoffs began, Su Xi started to shine brighter and brighter. His fame also skyrocketed thanks to the public rivalry over him between Jessica and Scarlett.
Most importantly, his team's record was on a historic run, and Su Xi's individual performance was both crucial and dominant.
Add to that his handsome looks and powerful charisma.
How could they not heavily promote a star like this?
