BEIJING - Rising Chinese sportswear company, Luyou, has delivered an exciting New Year gift to local hoop fans with the signing of a partnership contract with NBA all-star guard on Jan 6.

The two-time NBA Most Valuable Player (MVP) and Phoenix Suns' playmaker is one of the biggest NBA players to sign on with a Chinese sports company.

Toronto Raptors guard Jose Calderon tries to strip the ball away from Phoenix Suns guard Steve Nash (L) during the first half of their NBA pre-season basketball game in Toronto Oct 17, 2010. [Photo/Agencies]

Although the seven-time all-star was unable to attend the signing ceremony due to his NBA regular season commitments, he shared his feelings about the deal via a video.

"Every time I come to China, I learn something new and interesting about the country. The people are friendly and so aware of the NBA. It makes me feel right at home. That's the major reason for me partnering with Luyou," Nash said.

"Luyou is an exciting company which is eager to grow. To partner with a company with big ambitions, great product categories and humanistic cares is definitely what I want," he said.

Although details about the contract are yet to be released, a special contest has been launched on the company's website to seek a special design for a logo on Nash's Luyou sneakers and a series of customized products.

Apart from the commercial cooperation, public welfare programs also played a key part in luring Nash, who is well known for his charitable work, according to his business manager, Brandon Kou.

"Steve has a very deep affection for China and the kids are something really important him. One of the things that we looked for in a partner was to benefit the community and the kids here. That's what we stand for," Kou told China Daily after the announcement.

According to the deal, efforts will be made to upgrade playgrounds and sports facilities of schools in 20 cities in China this year. Nash will also visit rural districts this summer to meet the young benefactors.

Nash launched his own foundation early in 2001 to assist children suffering from illness and poverty in North America and Africa and that expanded to China in recent years with the holding of two charity games in Beijing in 2007 and 2010 - with the help of local star Yao Ming.

Meanwhile, the Nash deal represents an opportunity to build the brand's image in the world market, said Ding Lu, chairman of the Luyou sportswear company.

"To have such a high-profile athlete involved in our marketing strategy is definitely a milestone for us en route to be the top sports brand in China," said Ding, who began to lobby Nash in Beijing last summer when the 36-year-old came to play in charity game.

Established in 1992 in Jinjiang, Fujian province, Luyou cemented its links to sports by sponsoring domestic volleyball and table tennis leagues since 2004.