Portland Trail Blazers guard CJ McCollum is the latest NBA player to sign an endorsement deal with the Chinese company Li-Ning.

Casey Holdahl of NBA.com first reported the news of McCollum’s signing late Friday night. When asked about the signing McCollum said:

“I think this partnership with Li-Ning will be great. Obviously being a Chinese brand, it’ll give me that exposure in the east and expose me to different opportunities, different potential partnerships on the business side of Asia. It’s just something that I’m really looking forward to.”

The deal was widely expected being that during warm-ups at Tuesday’s game versus the Phoenix Suns, McCollum sported a pair of Li-Ning sneakers. Per Nick DePaula of ESPN, McCollum is set to wear multiple kinds of Li-Ning sneakers throughout the 2017-2018 NBA season.

McCollum isn’t the only big name in the NBA that has recently signed with Li-Ning. Players like Cleveland Cavaliers guard Dwyane Wade and the Portland Trail Blazers’ Evan Turner have signed with the company hoping to expand their exposure outside of the United States.

For McCollum, the deal represents ample financial opportunities as well as a chance to expand his brand in China, where basketball has seemingly exploded and the NBA has seen incredible growth over the last few years. On Li-Ning’s part, they have signed a dynamic and explosive player which can give exponential growth to the brand. With this signing, McCollum solidifies himself as one of the NBA’s best up-and-comers.

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