On New Year’s Eve 2014, Chinese telecoms equipment and smartphone supplier ZTE began a new phase in their growth.

The company launched their new brand identity at the first game of the Golden State Warrior’s season, effectively ending their time in the U.S. market as purely a white label manufacturer for U.S. carriers and setting out to sell devices under the ZTE brand.

Ten months later, the ZTE-backed Warriors were NBA champions and the Chinese company would have almost doubled their US market share in the preceding 18 months to 8.2%.

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Cate Cadell

Cate is a tech writer. She worked as a journalist in Australia, Mongolia and Myanmar. You can reach her (in Chinese or English) at: @catecadell or catecadell@technode.com