There is a "special energy source that comes with basketball."

"This sport more than any other has the ability to transcend," he said. "The court influences culture and culture influences the court and in that is a special energy source for us."

That's why shoes and apparel seen on the hardwood also appear in everyday life.

China is where the FIBA Basketball World Cup is to be staged next year, giving the sport a chance to have an even stronger foothold in the country than it already has. 

"In a year's time, the World Cup gives everyone - brand names, national federations, etc - a springboard to have a significant elevation of the game in China," Zanon said. "We have an amazing opportunity. The energy right now in and around this game, especially globally, is like never before. 

"So we have a massive opportunity, collectively, to expand the reach of this game to literally not only millions, but maybe billions of people. Hopefully what we can do is take all of the energy around the game of basketball, that which happens on the court and beyond, and then to parlay that into a partnership model to grow this game and its influence for a long, long time."

FIBA