"Don't believe the stories too much, " Li says.

FORBES: Thoughts of Chairman Li

When asked why this initial investment in the US failed, Craig Heisner, vice-president of digital operations, explains: "I don't think the original plan adequately presented the heritage of Li Ning as a major Chinese brand founded by a famous Olympian who rose to the top".

BBC: Viewpoint: Why do so few Chinese brands go global?

"Don't quote me on this, but tom.com has a big Li Ka-shing premium attached to it, " says one Hong Kong-based fund manager, who doesn't own the stock but wishes he did.

CNN: Playing the IPO Game

"If we don't control pollution, we're going to have serious problems, " says Li.

CNN: China's industrial growth fuels major pollution problems