- Carmelo Anthony says he didn’t realize how large his following in China was until he visited and saw fan support in person.
- Melo credits Jordan Brand tours and international play for growing his audience in Shanghai, Guangzhou and beyond.
- He highlighted China’s unique appreciation for the “art” of his game while continuing work as a FIBA global ambassador.
Melo on ‘The Big Podcast’ with Shaq
Carmelo Anthony admitted on “The Big Podcast” with Shaquille O’Neal that he was surprised by the scale of his fanbase in China. While working with Jordan Brand on signature lines, Melo said the brand’s market research kept pointing to emerging fan hubs such as the Philippines, China and Brazil — often ahead of the U.S. in engagement.
“I want to go to Shanghai. I want to go to Guangzhou… where they appreciate the art,” Anthony said, explaining why he focused promotional trips and events in those cities. He described Chinese fans as having a distinct kind of fandom and deep appreciation for his playing style.
Watch the full conversation on YouTube: https://www.youtube.com/watch?v=Q_ks2wLGmUA
How China shaped Melo’s global appeal
Carmelo Anthony’s 19-year NBA career made him one of the most recognizable scorers of his generation. Selected third overall in the 2003 draft after leading Syracuse to a national title, Melo became a 10-time All-Star, a six-time All-NBA selection and a member of the NBA’s 75th Anniversary Team.
Those achievements, plus international competitions, amplified his reach. Playing for Team USA from 2004 to 2016 — including on the Beijing Redeem Team in 2008 — introduced Melo to millions of international fans. The combination of Olympic exposure and Jordan Brand promotions helped cement his presence in markets like China.
Anthony says those international connections influenced his business decisions. Instead of focusing only on the U.S., he targeted cities where his brand resonated, staging appearances and events to meet fans directly.
From business strategy to FIBA ambassador
Melo’s ties to China go beyond marketing. During the 2011 NBA lockout, he and Chris Paul reportedly considered playing in China while on promotional tours, highlighting how strong the market felt to visiting stars.
After retiring following the 2021–22 season, Anthony took on roles that kept him connected to international basketball. As a FIBA global ambassador, Melo has promoted events like the FIBA Basketball World Cup and helped build excitement for future tournaments, including the 2027 World Cup in Qatar.
Why it matters
Carmelo Anthony’s surprise at his China fanbase reveals how global basketball fandom has shifted. Players can now build massive international followings through a mix of on-court success, brand partnerships and national team play. For Melo, the reception in China reinforced that his game — and its “art” — resonates far beyond the NBA.
Even in retirement, Anthony’s relationship with fans in China remains active, a reminder that modern basketball legacies extend well past domestic headlines.
Image Referance: https://www.basketballnetwork.net/off-the-court/carmelo-anthony-admits-he-didnt-realize-how-massive-his-fanbase-was-in-china
