NBA superstar LeBron James of the Cleveland Cavaliers returned to China to promote the Nike brand on Saturday.

This is James' 12th straight trip with Nike to China and the surrounding Asian countries. The 2016 NBA Finals MVP would visit several Chinese cities including Guangzhou and Beijing. China is the largest market for basketball shoes in the world.

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James, a four-time NBA Most Valuable Player, would be working with the Chinese under-23 National Team during his visit to the Asian giant. The famous American basketball player will help the squad prepare for the upcoming 2019 FIBA World Championship in Beijing.

The 31-year-old Cavaliers star player will also spend time at a Nike Active Schools facility, where the company has teamed up with the Chinese government to promote fitness among children.

Nike is currently the leading sneaker seller in the world, and boast of a several basketball superstars as its marketing partners, with James at the forefront. Last year, the multi-titled NBA hotshot signed a lifetime endorsement deal with the American footwear manufacturing company with a value of more than $1 billion.

Nike's fourth-quarter earnings report did not match the investor expectations. The company reported that both its quarterly and yearly sales increased by six percent ($8.24 billion in sales for the quarter and $32.4 billion for the year).

The key driver of growth for Nike in the current year was in Asia, where its sales improved by 27 percent.

TagsNike, Lebron James, Stephen Curry, NBA, cleveland cavaliers, Under Armour