Two NBA teams, the Brooklyn Nets and Houston Rockets, celebrated Taiwanese Heritage Night at Barclays Center in Brooklyn on Jan. 15, 2017. And Kenda USA was the presenting sponsor.
Throughout the evening, the Kenda brand name was prominently featured as the Nets celebrated Taiwanese heritage through music and performances. The first 10,000 fans at Barclays Center received a Jeremy Lin bobblehead that had Kenda Tires branding on the packaging and base. (Lin, a seven-year NBA veteran, plays for the Nets. His parents were born in Taiwan.)
Kenda also received tags on promotional media supporting this game, including Brooklyn Nets social media accounts and TV exposure via courtside LED signage during the game. The Rockets defeated the Nets 137-112.
“This is an important partnership for us and a great opportunity to be able to participate in a celebration that pays homage to Kenda’s Taiwanese heritage as well as our roots in the U.S.,” says Kellie Rhodebeck, Kenda's automotive marketing manager. “We are thankful to the Brooklyn Nets organization for involving us in such a great night for the community.”
Kenda also leveraged the event globally through social media mentions leading up to the event via the Brooklyn Nets Weibo account. The posts featured the Kenda Tires co-branded Jeremy Lin bobblehead, and some included Jeremy Lin promoting the bobblehead.
Kenda’s strategic alliance with the Brooklyn Nets is meant to increase brand awareness not only globally but also regionally, the latter with the help of Kenda Authorized Distributor Max Finkelstein Inc.
American Kenda Rubber Industrial Co. Ltd., which does business as Kenda USA, is headquartered in Reynoldsburg, Ohio. For more information about Kenda and its products, visit kendatire.com.