The game is changing. Nike, adidas and the likes are no longer the key players in the game of sports endorsement as Asian labels have began to establish a firmer footing in the game. Hong Kong-based Anta (second largest Chinese sportswear maker after Li-Ning) has recently signed Kevin Garnett of the Boston Celtics as its spokes person. Garnett will be playing the 2010-2011 season with Anta sneakers, and a line-up of Garnett-themed sportswear will also be launched. In celebrating this multiyear partnership, Garnett will be participating in a series of basketball events in major cities in China through August. Check out the microsite of the partnership, and keep an eye out for the game that is now shaken up with fresh players. And yes, we are talking about the kicks here.