NBA star Yao Ming partners with Monster Cable to launch Yao Monster

An iconic figure in China, Yao's reputation both locally and abroad is expected to accelerate Monster Cable's penetration into the mainland market. Monster Cable has been present in the Chinese market for 20 years, but the new Yao Monster product line is expected to create a turning point for the company.

Founder Noel Lee said, "While there is tremendous opportunity in China, there are many barriers to expansive distribution that make it a challenge for companies seeking to penetrate the market."

Yao Monster is due to launch exclusively in China's retail market later this year. The terms between Yao and Monster Cable remain undisclosed, but the San Francisco Chronicle has reported that part of Yao Monster's sales will go to the Yao Ming Foundation to build schools for disadvantaged children in China.

Products will include high performance headphones, lifestyle bags, performance glasses, home theater connectivity and power products among others.

Lee goes on to explain that Chinese consumers tend to have a high sense of brand loyalty. Yao, with his humble origin and international success, will undoubtedly create a strong heritage for the Yao Monster brand.

"A person's choice also represents their style and the kind of life they want to live," said Yao. "Yao Monster products will be different from other existing consumer electronics products and will be designed to impact the way we relax, how we exercise, and how we inspire ourselves," he adds.

Monster Cable originated in San Francsico in 1978, and is now headquartered in Brisbane.