Dwight Howard (left) wearing the DH1 during an NBA game between the Houston Rockets and Utah Jazz.[Photo provided to chinadaily.com.cn]

"To many customers, Peak has been the top basketball brand in China in terms of its quality and international reputation," said Xu. "Peak's presentation in Times Square is not only a pioneering step in the eyes of many of our counterparts in China but also a way to fully show China's sports brands and sports culture to the world."

It is the second Peak ad in a month to appear on the Times Square billboard. The first one, around the time of the Chinese Spring Festival, showed Peak stars and fans extending their good wishes to the world.

Peak has witnessed a significant growth in its global business in 2015, said Xu, adding that the company has a strong foothold in many countries such as Russia and Iran.

A close-up of the DH1, the first sneaker made by Peak for NBA star Dwight Howard.[Photo provided to chinadaily.com.cn]