By January 9, the Knicks' record was a mix of wins and losses. The primary reason for their struggles was the lack of a reliable second scoring option beyond Lian Dao. The Knicks' frontcourt was also vulnerable, with a shorter average height and David Lee's weak physicality.
Darko Milicic proved a capable backup center, but his starting-level potential was limited. His shooting was inconsistent, relying heavily on dunks and layups, and he struggled against physical opponents. On the bench, however, his defensive presence offset the Knicks' interior weaknesses.
Midway through the season, opponents had dissected the Knicks' playbook, particularly Lian Dao's tendencies. Teams ramped up their defense against his three-pointers, two levels stricter than in December, causing his outside shooting percentage to dip. When Lian Dao drove inside, defenses collapsed quickly, exposing his shaky mid-range game.
This was the rookie wall: opponents study you, devise targeted strategies, and exploit your weaknesses. Lesser talents crumble, but gifted rookies with strong mentalities push through, scoring despite suffocating defenses. These players, if injury-free, become league pillars or superstars.
Lian Dao was the latter. No team could fully contain him, as he still averaged 30-plus points per game. Yet, even with gaudy numbers, he couldn't always secure wins. Though reluctant to admit it, Lian Dao knew he'd hit the rookie wall, and his mid-range shot, a key to overcoming it, wouldn't improve overnight.
On January 10, the Waldorf Astoria in New York, the world's first skyscraper hotel and a legendary venue for global events, hosted the LD-1 press conference. The event drew a massive crowd of media, fans, and curious onlookers, requiring hotel security to maintain order.
As the first Chinese brand sneaker launch in the U.S., the event garnered widespread attention, with even the New York Times sending reporters. The 2,000-seat conference room was packed, and Anta's staff were relieved they'd chosen a large venue.
Lian Dao's popularity in New York drove the frenzy. Stars flock to big markets like New York for the exposure, which boosts endorsement deals. Historically, Stephen Curry eyed the Knicks pre-draft partly for a Nike contract, as playing in New York could've added $1.3 million annually to his deal, a significant sum against his rookie salary of $2–3 million.
Media filled the front row, cameras ready, creating a grand spectacle. Anta's team beamed, knowing the media turnout signaled a successful launch before it began.
Lian Dao arrived, hand-in-hand with his junior sister Guo Yuwei, sparking cheers from the crowd. As the star of the event, his presence electrified the room.
Anta's strategy mirrored Nike's signing of Michael Jordan, banking on Lian Dao's star power. Success hinged on the LD-1's reception.
The press conference began with Anta's R&D team detailing the sneaker's technology. Having acquired Fila's tech before the public announcement, Anta integrated it with their proprietary shock-absorption system. They showcased these advancements, reassuring fans familiar with Fila's past glory that the LD-1's quality was top-tier.
Next, the designer unveiled the LD-1's look on a massive screen. The crowd erupted.
The mid-top sneaker featured a lotus white and indigo color scheme, blending seamlessly without stark contrast. The gradient transition, paired with traditional Chinese thunder and cloud patterns, gave the shoe a sleek, sophisticated, and mysterious aura.
The "LD" logo adorned one side, while the opposite featured Lian Dao's silhouette dunking from the free-throw line, stepping on clouds, exuding dominance. The design left fans clamoring for pricing details.
Anta announced the LD-1's price at $126, roughly 860 yuan, a steal for a signature sneaker compared to competitors' $1,200 models. They also introduced a limited-edition LD-1, featuring Lian Dao's NCAA championship trophy image on the heel, a death sickle pattern beside the logo, and a unique number for each of the 1,215 pairs worldwide. Priced at $288, it targeted collectors and high-end buyers.
The pricing shocked attendees, as the tech and design warranted a higher cost. Anta, prioritizing market penetration, sacrificed short-term profits to build brand loyalty.
To spark buzz, Anta launched a blind box campaign, with select LD-1 pairs signed by Lian Dao. Lian Dao had suggested the idea, inspired by future marketing trends, earning a 1 million yuan creative fee from Anta. He hadn't expected a casual suggestion to yield such a windfall, underestimating the value of his forward-thinking ideas, from blind boxes to potential movie scripts that could shake the entertainment world.
Anta ensured fairness by tightly sealing blind box packaging to prevent leaks. The campaign tapped into fans' love for chance, much like lottery tickets, where the slim hope of a win, fueled by stories of past winners, drives purchases. Signed pairs posted on social media would become free advertising.
The blind box reveal sent the crowd into a frenzy. Eager fans, restless with anticipation, were ready to buy on the spot.