China's Largess Rains On Yao's Pals Again

Last time we checked in on the contagious nature of Chinese endorsement deals among domestic teammates of Yao Ming, it was third-string point guard Steve Francis getting paid. Chinese sneaker/apparel company Anta has a new face on the roster though, as reported by the Houston Business Journal: Rockets coach Rick Adelman.

Adelman, former head coach of the Sacramento Kings, has signed on as a consultant to Chinese athletic apparel manufacturer Anta Sports Products Ltd., while guard Bonzi Wells has become the third Houston player to sign an endorsement deal with Anta, joining teammates Steve Francis and Luis Scola on the Anta team. ... Adelman will work with Chinese basketball players and coaching personnel at a basketball camp to be held at Toyota Center next summer.

Not to cast aspersions/envy on the new dollars for R.A. or Bonzi, but is this not a bit absurd? I mean, is Yi Jianlian about to pull a shoe deal for Dan Gadzuric or Larry Krystowiak? I recognize Bonzi, Adelman and Francis, through prior success, are somewhat more marketable than your average sixth man, head coach, and 11th banana. And of course, Yao's gravity is not to be understated. But does Anta plan to see any return on investment at all here? Maybe I'm clueless about the overseas shoe market; will seeing top prospects from Hainan flock to the 'Anta ABCD Camp' make Beijing's youth drop their Nikes and grab the Air Zoom Adelmans? I don't see it.