'Yao Monster' is one monstrous collaboration. NBA star Yao Ming has teamed up with the consumer electronics and lifestyle company Monster Cable to sell a variety of tech-related products. This co-branding strategy is part of Monster Cable's attempt to hire Chinese staff so that the brand is culturally in tune with the Chinese market.
Check out the featured gallery for photographs of the 'Yao Monster' launch in China.
Implications - Celebrity endorsements often garner much media attention as consumers are fascinated by corporations and products which manage to land high-profile names. Corporations need not rely on celebrity endorsements, but may benefit from other promotional stunts which pique consumer curiosity, such as high-profile collaborations with other corporations or sponsoring community events.