Why China's Yi counts in the NBA draft

Ma Jian, a former Chinese basketball star himself, with the Shanghai Sharks, and the first Chinese to significantly break into the American basketball scene says he understands why the CBA would be so particular.

"Of course, definitely, CBA and Yi's agents would prefer that he play in cities with large Chinese population,” Ma Jian said. “It will benefit both CBA and Yi, it will help promotion. And it will guarantee him better restaurants and perhaps better looking Chinese girl friend.”

The Chinese government also saw an opportunity to give him a lot of experience before next summer’s Olympics, which are not coincidentally in Beijing.  China wants to medal at home in basketball.

“This is a very good opportunity for him to improve his skill level and when he returns to his home country, it will have a positive impact for him and his team,” said David Yang.

Yi’s take is a little different but he knows he has a debt to pay.

“It's because I want to, and my country supports me in my decision so I have to thank my fellow countrymen for that.”

Yi is more than just basketball, however. Fegan and others have been building Yi as a global brand, one that will capitalize on his personality and energy, his work ethic and dedication.

William Morris, the legendary Hollywood agency, has begun molding his image as they would a Hollywood star, getting him “A list” invitations to the premieres of “Shrek” and “Pirates of the Caribbean”, where he looked the part, dressed in sunglasses and a sleek leather jacket.  There was a very public tour of Disneyland, sponsored by the Disney company.  He has agents, press people, trainers, translators.  While other young players have posses, Yi has an entourage that would be the envy of Vincent Chase.

Grace Chen, managing director of William Morris in China, says that Yi is fully involved in the process of making him a household name in both countries.

“It’s important to have an understanding of the cultures, where the brand is coming from and where it is going. Yi is thoughtful of and sensitive to this. He gives us a lot to work with: he has a great personality, he is relatable, and he has an open-minded approach,” said Chen, who added that Yi is likely to be as attractive to U.S. companies seeking an entry to China as he will be to Chinese companies looking to make moves in the other direction. 

“Yi will travel not just within the U.S. but between China and the U.S., which is fantastic because it keeps him relevant and accessible in the various markets,” she said.

Yi knows about marketing.  He has been starring in Nike commercials since he was signed by the sneaker company four years ago at age 15.  In China, he is a teen idol, regularly attracting mobs of screaming young girls.   As Yang notes, “With Yi in the NBA, we will have further established an affinity of Chinese youth to the NBA.”

In a commercial for a milk company, Yi is the center of a romantic triangle featuring China’s most famous young soap opera star.   In his first commercial for Nike, he takes over a staid practice in a rundown gym, suddenly flying above the rim for thunderous dunks as the music switches from a traditional Chinese string instrumental to blaring hip-hop. 

The message was clear: Yi is the hip-hop Yao.

Yao on the other hand is best known for an Apple commercial where he and Verne “Mini-me” Troyer, compare laptops. 

Yi himself is by turn shy and very, very confident.  He and his parents, both former handball players, have been living in Los Angeles now for several weeks.  He spends his time on the court and in intense English classes, which seem to be working.

Asked if he is a mystery, as virtually every sports writer has described him, he seems genuinely taken aback.

“I don't think I'm a mystery. I don't know why they would think that, because I train here (in America)?  Maybe I came to U.S. and stay in L.A., practice here and I’ve never been to other city so some people cannot (see) me,” he said. 

He is a bit less taken aback when asked if he is a star. 

“I wouldn't use the word star.  In America, there are a lot of very big basketball fans and they have an interest in me, and are supporting me,” he said.

But asked which NBA player he is most like, Yi leaves no doubt of his opinion of himself.

“I don't think there is one,” he said. 

So how is he as a basketball player?  Most scouts who have seen him develop over the years, watching him in youth camps, in international tournaments, or in the Chinese Basketball Association come away raving, but not everyone. 

Jonathan Givony, who runs DraftExpress.com, a respected draft Web site, said there are doubters.

“There seems to be a lot of confusion as to what kind of prospect he really is,” Givony said recently.  “One team we spoke to…drafting in the mid- to late- teens told us they wouldn’t even take him if he was on the board for them.  There is a big discrepancy on what people think his stock is right now.”

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