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"We couldn’t have asked for a better partner in Shuo and East Goes Global. Thank you for helping Team Brunson learn and explore the Chinese Market. We look forward to continuing on this journey with you and growing Jalen’s reach globally.” - Sandra Brunson, President | JMB1 Enterprises

 

Jalen Brunson represents the modern NBA star: elite on-court performance, leadership credibility, and cultural relevance rooted in one of the league’s most influential markets.
 

As the face of the New York Knicks and one of the NBA’s fastest-rising All-Star guards, Brunson’s impact extends well beyond the U.S. China, the NBA’s second-largest market, represents a critical frontier for the next phase of his global brand.
 

East Goes Global partnered with Jalen Brunson to introduce and scale his presence in China from zero.

Our mandate was not awareness alone, but foundation building: establish credibility with platforms, resonate culturally with fans, and create long-term infrastructure capable of supporting global growth, campaigns, and future commercial opportunities.

Jalen Brunson

Summary

Jalen Brunson Solo

East Goes Global launched and scaled Jalen Brunson’s China presence from the ground up in under six months.
 

Starting with no existing footprint, we built a multi-platform ecosystem that grew to 865.9K total followers across China’s leading social platforms. This included rapid growth on Weibo, RedNote, Douyin, Bilibili, and Kuaishou, making Brunson one of the fastest-growing NBA players in China during the period.
 

In parallel, we supported Brunson’s 2024 and 2025 NBA All-Star campaigns, mobilizing Chinese fans across platforms to drive meaningful engagement and voting momentum. At just 29 years old, Brunson is now positioned not only as an elite NBA guard, but as a recognizable and culturally relevant figure among Global basketball fans.
 

What began as a market entry has become a scalable global foundation.

The Challenge

Jalen Brunson to Crowd

Prior to partnering with East Goes Global, Jalen Brunson had no presence in China.
 

Key challenges included:

  • Zero localized infrastructure
    No verified accounts, no official platforms, and no existing fan touchpoints.

  • Highly competitive player landscape
    China is saturated with NBA stars, making attention and trust difficult to earn without platform support.

  • No historical narrative in-market
    Brunson’s rise needed to be contextualized for Chinese fans unfamiliar with his New York impact and leadership story.

  • Pressure to perform quickly
    Early momentum is critical in China. A slow or fragmented launch risks permanent invisibility.

 

Breaking into the market required speed, precision, and credibility from day one.

The Solution

East Goes Global executed a full-market entry and growth strategy, operating as Brunson’s international partner in China.

Our work included:

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Platform-first launch strategy

  • Secured official support from WeChat and Weibo to launch verified channels

  • Generated 2M+ impressions within days of launch through coordinated platform activation

Always-on localized content

  • Built a culturally fluent content strategy tailored to Chinese basketball fans

  • Translated Brunson’s leadership, All-Star performance, and Knicks identity into locally resonant storytelling

Multi-platform ecosystem build

In under six months, we scaled Brunson’s presence to:

  • Weibo: +459.2K followers

  • RedNote: +172.3K followers

  • Douyin: +138K followers

  • Bilibili: +127K followers

  • Kuaishou: +21.2K followers

Total China audience: 865.9K followers

Campaign amplification

  • Supported Brunson’s 2024 + 2025 All-Star campaigns, activating Chinese fans during peak voting windows

  • Reinforced his positioning as a rising All-Star and face of modern Knicks basketball

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The result is a fully operational China ecosystem built for sustained growth, future tours, partnerships, and commercial activation.

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