Recently, Jeremy Lin has whipped up an unstoppable craze in the NBA, across the United States, and even globally, earning the popular nickname “Linsanity.” In China, his Baidu Encyclopedia page has been viewed over 10 million times, and daily searches for “Jeremy Lin” consistently remain above 100,000, peaking at over 760,000 searches per day at one point.
Although Jeremy Lin did not follow most of his Harvard classmates into Wall Street in a suit and tie, when it comes to creating commercial value, he is no less impressive than any of his alumni. Following the “basketball” Jeremy Lin, a “wealth” Jeremy Lin is poised to rise, and a gold-rush battle centered around his value is just beginning. If Yao Ming is a steady “blue-chip stock,” then Jeremy Lin is a “star dark horse.”
Chinese Sports Brands Head to New York Seeking Jeremy Lin as Endorser
Attracted by his immense commercial value, more and more sponsors are “eyeing” Jeremy Lin. His U.S. agent, Montgomery, once stated that the whole world is excited about Jeremy Lin, and currently many companies — not only from the U.S. but also from China — have been inquiring by phone. On February 16 this year, Peak Sports CEO Xu Zhihua personally led a team to New York to try to partner with Jeremy Lin. It is understood that if Peak successfully signs Jeremy Lin, the endorsement fee could reach $4 million. Besides Peak, brands such as Li-Ning, Anta, 361°, HAKUMA, and Hayward are also reportedly considering offering deals to him.
Facing this 23-year-old young man and all that he has done and may yet do, marketing firms have privately reached consensus and are trying to convey to Jeremy Lin: he holds greater commercial value than Yao Ming or Tiger Woods. His current valuation is $3 million, and at the current growth rate, they estimate his highest potential value could reach $1 billion.
The market brand value of Jeremy Lin has surpassed that of LeBron James and Kobe Bryant, ranking among the top five in the sports industry. Currently, the top three in athlete brand value are: Tiger Woods ($55 million, golf), Roger Federer ($26 million, tennis), and Phil Mickelson ($24 million, golf).
Outdoor Brands May Win the Race for Jeremy Lin’s First Endorsement
As the excitement and thrill of NBA basketball ignite fans worldwide, outdoor sports, which have been gaining momentum globally in recent years, are also rapidly rising in popularity. Why is this surge happening so quickly? Netizen “Leizhou Peninsula” says it’s because of the thrill. The higher people’s pursuit of spiritual life, the more interested they become in mysterious and thrilling activities. The person in charge of Zheyang Outdoor, a leading Chinese outdoor gear marketplace, explained: humans' curiosity about the mysterious is unstoppable — it has been that way for thousands of years. A series of exciting and enticing outdoor activities such as hiking, trekking, mountaineering, skiing, and rafting have made people’s leisure lives incredibly rich, keeping them busy all year round.
The growing outdoor industry has attracted numerous celebrity endorsements. In 2004, Wang Yongfeng endorsed the Osarka brand; in 2007, Ciluo and Suzixia signed as BLACKYAK’s China ambassadors; Ward invited Jingguo’s wife and Everest torchbearer Ji Ji to be their spokesperson; in 2009, Wang Shi, an outstanding Chinese entrepreneur and current mentor at Entrepreneur Magazine’s Black Horse Camp, became the face of Toread; in May 2009, Luo Shen, deputy leader of China’s National Mountaineering Team, became the brand ambassador for Behouse; recently, Lee Hyori endorsed the outdoor brand FILA SPORTS; Won Bin became the face of outdoor brand K2; Lee Yeon-hee and BIGBANG’s T.O.P, posing as a couple, endorsed NORTH FACE; Peter Ho became the spokesperson for MobiGarden; and according to media reports, outdoor-focused brands such as HACUMA and HIWOODS, which are already booming in the outdoor sector, are also looking for celebrity endorsers who match their brand style.
Commenting on the trend of celebrities endorsing outdoor brands and analyzing whether Jeremy Lin might represent an outdoor brand, the person in charge of Zheyang Outdoor, a Chinese outdoor gear marketplace, said: “When more celebrities are eager to endorse outdoor brands, it indicates that the outdoor industry is gradually heating up. Moreover, the shift in endorsed celebrities from ‘outdoor industry figures’ to ‘mainstream public stars’ with broader fan bases shows that outdoor sports are moving from niche to mainstream, entering more people’s lives. The participation of more celebrities and more individuals in outdoor pursuits will bring more opportunities and momentum for the overall development of the outdoor industry. The fact that outdoor brands are now competing to sign Jeremy Lin further illustrates the thriving momentum of the outdoor sector. Jeremy Lin shares huge potential and similar brand DNA with the outdoor industry. Whether or not an outdoor brand ultimately secures his endorsement — or who gets there first — it undoubtedly sends a positive signal and points to a promising trend.”