However, it was observed that Anta, a leading brand of sports products in the mainland, managed to get this opportunity, with "Prince of Gymnastics" Li Ning wearing its apparel as he rode in a float.
Ironically, Li has his own sports product brand, competing neck-and-neck against Anta. Why, then, did Anta receive such favorable treatment?
The answer: Anta is the official supplier of sportswear for the Olympic gold medalists who rode the float, including Liu Xiang, Xu Haifeng, Xiong Ni and Li.
The mainland sports product market is fast expanding, with numerous new brands joining the fray every day, hence the promotions war is heating up.
Li's own brand of footwear and apparel received a powerful boost after he performed the amazing "mid-air run" at the opening ceremony of the Beijing Olympics last year.
This year it is Anta's turn, with the company moving aggressively to become the official sponsor of sportswear and gear for the Chinese Sports Delegation in 11 major international sports events from now until 2012.
These include the 2010 Asian Games in Guangzhou, 2010 Winter Olympics in Vancouver, and 2012 Olympics in London.
Anta's exposure from the National Day parade is just the beginning of what is shaping up to be a fierce battle for attention among the leading sports product brands in the mainland over the next several years. Siu Sai-wo is chief editor of Sing Tao Daily.
The Fujian-based company will also be joining hands with the Chinese Olympic Committee in the next four years, in a series of promotional programs as the brand strives to capture market leadership.
