Sportswear is one of the most fiercely contested markets in China. It is also one market where local brands are providing stiff competition to global giants. Two particular Chinese companies, Li Ning and Anta, have demonstrated marketing ambitions of similar scale to foreign brands, Nike and Adidas. The marketing approaches and plans of each of these companies, and other local brands, is examined with basketball identified as a key battleground for the brands and sponsorship playing a big role in advertising strategy.