NEW YORK (CNNMoney.com) -- National Basketball Association star Shaquille O'Neal has signed a five-year contract with Chinese sportswear brand Li-Ning, the company said Monday.

The deal to promote the new "Shaq Dunkman" line will be marketed exclusively in China, Hong Kong, Macau and Taiwan. Terms of the deal weren't revealed.

"O'Neal is a wonderful NBA player, he has great character, is passionate and is a hero on the court, reminiscent of oriental heroism and of the Li-Ning brand," said Mr. Zhang Zhiyong, CEO of Li-Ning.

O'Neal, who was in Beijing for the announcement, said he first became aware of the Li-Ning-brand shoes when he saw the Spanish National Basketball team wearing them. "I'm excited and happy to finally be able to work with the Li-Ning brand and look forward to a very bright future."

China is poised to become the next hot market for basketball shoes with Nike (Charts) leading the pack, followed by Adidas in second place and Li-Ning as the third largest vendor of the shoes.

More than one billion Chinese have watched NBA games in the past year, according to the NBA. The association has eight offical marketing partnerships in the country since 2005, included China-specific deals with McDonald's, Nokia and China Mobile, according to the NBA press release.

Chinese NBA star Yao Ming has promoted Reebok shoes in China, while last year the Cleveland Cavaliers' Damon Jones starred in commercials for Li-Ning and wore its shoes in NBA games.