Miami Heat superstar Shaquille O’Neal, one of the NBA’s 50 Greatest Players and four-time NBA world champion, has signed a five-year deal with Li-Ning, the Chinese sporting goods giant.

Li-Ning, a Chinese sports legend with 106 gold medals, announced the launch of the “Shaq Dunkman” series, a new line of basketball products featuring O’Neal’s new limited-edition shoe and other merchandise that will feature his name, image, jersey number and signature. In a move that demonstrates the growth and influence of the Chinese markets on world business, as well as the country’s transition towards more Western sensibilities, the new line will be available to fans in mainland China, Hong Kong, Macau and Taiwan.

“O’Neal is a wonderful NBA player, he has great character, is passionate and is a hero on the court, reminiscent of oriental heroism and of the Li-Ning brand,” said Zhang Zhiyong, CEO of Li-Ning.

“This partnership is a completely new model for sports marketing of a China brand and introducing the ‘Dunkman’ series will strengthen the competitiveness of the Li-Ning brand in China and around the world.”

Li-Ning Company Limited was launched in 1990 and is associated with the China Olympic Committee to advance sports development in China. In 2004, Li-Ning Company achieved record sales and market share, becoming a major league sports goods enterprise.