Chinese Sports Star - 刘翔 (Liu Xiang)

He's probably the biggest sporting star right now in China, along with Yao Ming of Houston Rockets, NBA.

He is the very first male track and field athlete in China to win the Olympic Gold and is the current world record holder of the 110m hurdles at 12.88s. Many expect him to replicate that in Beijing 2008.

As you can see from the picture, he's not really goodlooking! I think his marketability lies not in his achievement. This guy really knows how to market himself. He communicate well and is unabashed about his achievements and ambitions. I think this makes him unique among conforming one-liner Chinese sports stars and creates excitement.

He earns 3 million dollars from endorsement already.