With falling profits and a series of leadership changes, Li Ning has gradually reduced its investment in the US market, offering Peak a good opportunity to establish itself as the premier Chinese global sportswear brand, Tan added.

"Peak has put its emphasis firmly on the international market, and the US is its focus," Tan said.

Su Jia, Peak's US CEO, said the US market is proving a tough nut to crack.

The company has even had to protect its brand name Peak, taking out a lawsuit in the past to secure the name.

"It wasn't until we came to the US that we realized the 'Peak' trademark had been registered by more than 100 entities," Su said.

"At first, we thought we could sell the same shoes in the US as in China, because NBA players we signed up said they liked our shoes," Su recalled.

"But we later found that we had to adjust our products for US customers. What NBA players like may not necessarily be what US customers like."

Now Peak has its own design teams making products for the US market.

"Chinese companies are good at making things but not always that good at selling things," said Zhang Canrong, an expert in branding.

Kenny Carroll has just initiated an ad campaign named "awaken the dragon".

He knows that in US culture, the dragon image is right for the brand - it's ferocious, it can sometimes be dangerous, and that's just the image he wants for Peak Sports.

"Most US kids understand the dragon. They understand a dragon is strong, fast, powerful and ferocious.

"That's what sports kids want to be. When they step onto the field, they want people to fear them," Carroll said.

Contact the writer at zhengyangpeng@chinadaily.com.cn

Previous reports on Peak

Peak announces partnership with NBA's Toronto Raptors

Peak Sport closes 1,067 outlets

Peak Sport says order growth will stay strong

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Nike prices to rise on cost surge

Adidas to close only wholly-owned factory

China's sportswear brands nurse Olympics hangover

Jordan trademark infringement suit accepted