The partnership is part of a major push on the part of Dunkin Brands to grow its consumer-base in China. The F&B firm has also plans to introduce localised flavours such as milk tea and bagels with pork floss topping at its 150 outlets in China.
Currently, Dunkin Brands has over 5,400 restaurants in Asia-Pacific comprising over 3,050 Baskin-Robbins and 2,400 Dunkin Donuts. Last year Dunkin Donuts signed an agreement to enter the Indian market and is scheduled to open there in the first half of 2012. Baskin-Robbins has also signed a master franchising agreement to develop Vietnam last December with the first three shops already opened in Ho Chi Minh City.
The idea for the Dunkin-James partnership started in Shanghai, China when Dunkin Brands chief global marketing and innovation officer, John Costello met James at a Festival of Sport event last Summer.
"When I met LeBron in China and watched him interact with fans, I realized that with his incredible appeal in the Asia-Pacific region and our incredible growth opportunity in the area, he would be the ideal brand ambassador for Dunkin Donuts and Baskin-Robbins in both our established and emerging markets,” said Costello.
James currently has the number-one selling basketball jersey and basketball show in China. In his partnership with Dunkin Brands, he will work to promote the brands through advertisements, online media and in-store marketing as well as personal appearances at select brand locations.
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