With flourishes and hype more appropriate for a rock concert, Tuesday afternoon saw the debut of Monster Cable’s ‘Yao Monster’ line of consumer audio and headphone products. Monster, a consumer electronics accessory company based in Silicon Valley, California, has recently become the USA’s most popular headphone manufacturer due to collaborations with celebrities including Dr Dre, Lady Gaga and P Diddy. Promising a ‘fusion of technology and life’, Monster has now teamed up with NBA star Yao Ming to relaunch their presence in the Chinese market.

Complete with a massive light rigging, a DJ, and a long row of television cameras, Monster’s CEO, Chinese-American Noel Lee, hosted the press conference with a grand entrance onto the stage riding on a gold-wheeled Segway. After an exhaustive tour through Monster’s product range, a presentation on Lee’s background and a short video from the CEO’s mother, Yao Ming finally made an appearance. The basketball star explained that the collaboration was not only about giving Chinese youth access to high quality headphones, but the products also doubled as fashion accessories. The product range will also include backpacks and performance eye wear.

Lee made no mention on how the company hopes to combat counterfeiting, a problem they’ve previously experienced in the market with some of their audio/video cable products. The ‘Yao Monster’ line is due out before the end of the year.

Web: www.monstercable.com.cn