• The New York Times , Tuesday, August 19, 2008 10:30 AM

Star hurdler Liu Xiang, 25, is China's Michael Jordan and Tiger Woods combined. His image can be seen on billboards in virtually every major Chinese city, and in marketing campaigns for Nike, Visa and Coca-Cola. But when he limped off the field with a foot injury Monday, observers wondered what sponsors will do now that he is no longer racing.

"A lot of celebration ads will be dropped into the garbage can," says Terry Rhoads, managing director at Zou Marketing, a Beijing sports marketing consultancy. But major sponsors say they still plan to promote Liu Xiang (pronounced Leo Shang) as a "brand ambassador" to China.

No athlete's personality quite captures the imagination of the country like Liu's. After winning the gold in 2004, he mounted the medal stand in dramatic fashion, draped by a Chinese flag, his arms and legs spread wide. He is seen as both hero and patriot. That may force marketers who are hungry to sell more in the Chinese market to stick with him, some experts say.

Read the whole story at The New York Times »