Li-Ning, the Beijing-based sports company is pushing into the U.S. market using digital media, e-commerce and event marketing. The national launch campaign is the work of Digital Li-Ning (the U.S. division of the parent company), in combination with Acquity Group. The company has already signed NBA endorsers Baron Davis of the New York Knicks and Evan Turner of the Philadelphia 76ers. More endorsements will come from Olympics competitors. To build brand awareness much use has been made of social media such as Facebook and Twitter account. Much of the social media marketing revolves around videos of the brand's athlete endorsers. Branded videos of athletes, which run on YouTube are also touted on Facebook and Twitter. Events and microsites feed the online buzz.