Nike Inc. stores in China already are selling shoes featuring Mr. Yi's own version of the Air Jordan logo, a scorpion that doubles as a stylized 'Yi.'

耐克公司(Nike Inc.)在中国的店铺已经在销售有易建联专属标志的球鞋，那是一只天蝎，同时也是一个个性化的“Yi”字。

youdao

That makes them an engaged and cynical bunch, curious to try new things while downplaying brands, such as Nike Air Jordan sneakers or Doc Marten shoes, and logos, like Izod or Tommy Hilfiger.

FORBES: Magazine Article

Other times, the product is a modification and spinning of an old product, with a new message, launched in the right place, as is the case with Nike Air Jordan Retro XI sneakers modeled after the 1996 originals designed for Michel Jordan when he played for Chicago Bulls.

FORBES: The iPhone 5 Craze

Nike released the Air Jordan XX8 in February.

FORBES: LeBron James Is The NBA's Leading Shoe Salesman