On January 4th, Beijing time, the CCTV Sports Channel continued its coverage of the NBA regular season, featuring a matchup between the Denver Nuggets and the Houston Rockets at the Nuggets’ home arena. However, what caught attention after the game wasn’t the match itself, but rather the eye-catching billboards displayed along the sidelines—featuring a logo strikingly similar to that of Adidas, alongside five large Chinese characters: “Chinese King Addi.â€
The unexpected exposure led to an explosion of online buzz. A video titled “NBA Jingying China’s Addie King†quickly went viral on platforms like Youku, Cool6, and Sina Video. On the popular social media platform Cats’ Firefighting Online, two screenshots titled “Adi King’s shocking NBA and Jiandijiadi†received over 63,000 views in just one day.
So, where exactly did “Chinese King Addi†come from? The brand, which originated from Jinjiang, Fujian, is not widely known, but it has managed to carve out a unique space in the market with its unconventional approach. Like other Chinese sports brands such as Anta and Peak, Addi entered the NBA scene, but it took a different path—one filled with humor, parody, and a touch of irreverence.
The brand’s rise began in 2009 when a netizen posted a short blog titled “I saw a brand called ‘Addi’ today.†The post, barely 60 words long, criticized the generic slogans of major brands and praised Addi for its boldness. The article sparked a wave of imitation and parody, with users jokingly referring to Addi as the “King of Adi†and even labeling it as a “brand of the universe.â€
Its logo, resembling Adidas’ iconic three stripes, and its name, which closely mimics that of the German giant, only fueled the online frenzy. The brand’s spokesperson was a low-level U.S. league player, yet netizens humorously compared him to basketball legends like Michael Jordan and Kobe Bryant. In Baidu Encyclopedia, the entry for “Adi King†is simply labeled as a “parody,†offering no real insight into the brand itself.
Despite the controversy, Addi remained silent and never responded to the criticism. Instead, it allowed the buzz to grow naturally, and this strategy proved highly effective. In the industry, Addi is now often referred to as one of the most successful “cottage-style†brands in China.
Interestingly, despite the imitation, Addi has built a solid foundation. According to its official website, the brand was named a “Qingzhou Famous Brand†in 2010 and became the designated leisure sports brand for the second Asian Cup women's volleyball tournament. It also obtained ISO9001:2000 certification, indicating its commitment to quality.
Industry insiders note that Addi’s products are well-received, especially in second- and third-tier cities where brand awareness is lower. With prices ranging from 150 to 200 yuan, the brand offers a significant price advantage over more established competitors. Its presence on Taobao’s official store further highlights its growing popularity among budget-conscious consumers.
In a market dominated by big names, Addi has proven that sometimes, being different—especially in a humorous way—can be the key to success.
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