For the 2017-2018 NBA season Double Clutch joined a presenting partnership* with global Chinese sportswear giant, Li-Ning. Li-Ning was founded in 1989 by retired Chinese gymnast, Li Ning, known in China as the “Prince of Gymnastics”. Li-Ning produces shoes and sportswear, largely for the Chinese market. However recent partnership deals, including strategic collaborations with the National Basketball Association, Association of Tennis Professionals, and the Chinese Football Association have begun to increase brand awareness in major European and American markets. Li-Ning’s strong connections with basketball, have enabled them to become one of the most recognisable and trusted sportswear brands for basketball fans worldwide. Li-Ning has or had sponsorship deals with Baron Davis, Shaquille O’Neal, Damon Jones, Jose Calderon, Cleanthony Early, Glen Robinson III, Evan Turner, Dwyane Wade and most recently C.J. McCollum.