Yao Ming: No. 1 in hearts, No. 3 in shirts
(New York Times)
Updated: 2006-02-02 17:06

It does not hurt McGrady in China to be associated with Yao, and for Chinese viewers to see him amass nearly 27 points and 7 rebounds a game. Yao, in a season that has been shortened by injuries, is averaging 19.7 points and 9 rebounds.

Making promotional tours of China last summer did not hurt McGrady or Iverson. McGrady was there with his sneaker maker, Adidas, with its vast retail presence in China, and Iverson was there for Reebok, which produces his long-popular signature shoe line.

According to an Associated Press report, 800 pairs of a special-edition McGrady shoe sold out in Chinese stores in one day last summer.

And it did not hurt McGrady's exposure to the Chinese fan base to have joined the Rockets in time for the China Games in 2004, when Houston played Sacramento in exhibition games in Beijing and Shanghai.

Bucher recalled during those exhibitions how well informed the fans were, offering players applause in direct proportion to their place in the N.B.A. universe. "The subtleties were impressive," he said.

China is a consequential and growing market for the N.B.A. It is the league's fifth-largest outlet for licensed products. Currently, LaRocca said, the licensed jersey sales number in the low hundreds of thousands.

The popularity of McGrady and Iverson's jerseys, apart from their skills and performance, might have something to do with their size, especially the 6-foot Iverson's, being closer to the average fan's.

"Historically, most people identify with guards," LaRocca said.

Only three big men — Yao, Shaquille O'Neal and Kevin Garnett — rank in the top 10 of Chinese licensed jersey sales. Only two — O'Neal and Tim Duncan — are in the top 10 over all; further down on that list, Yao is 25th. Being No. 3 in Chinese sales may be surprising, but it is not a shabby performance for Yao, who remains a huge force in his native country through his endorsement of Pepsi, his video games and his Web site. "His brand generates business far beyond jersey sales," Duffy said. "It's iconic."

Yao's sartorial appeal in China, at least through the prism of sleeveless jersey sales, is not likely to deviate throughout his career, LaRocca said.

"He'll be at or near the top," he said, "as long as he's in the league."