Major shoe companies fight over booming Asian market, use rappers to target youth

Mar 31, 10:07 PM EST

By JERRY CARZINE Associated Press Writer

PHILADELPHA (AP) -- Capitalizing on the global success of rap music, more and more companies are branding their products with major urban music acts. To date nobody has touched the Asian market better than sportswear giant Nike.

A few years back, Nike, along with advertising agency Wieden and Kennedy, commissioned producer / rapper Chops (real name Scott Jung) for several television commercial spots during the NBA playoffs. Now with his stock rising, and Chops' contract with Nike over, execs at rival sports manufacturer Reebok International have been able to woo over the Chinese-American rap impresario. To tap into the growing Asian hip hop market in the U.S., as well as the rest of the globe, Reebok's urban division RBK is currently designing the S. Jung sneaker.

Recent work by Chops includes music for several major motion pictures, collaboration with Grammy winner Kanye West, and a new CD with DJ Lt. Dan, who gained a cult following as the creator of the "mashup mixtape", gaining coverage on MTV.

Late last year, China placed a nationwide ban on a Nike commercial featuring Cleveland Cavaliers star LeBron James for its misappropriation of Chinese culture, citing that many viewers found the ad offensive.

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