Li Lin, who grew up in Beijing, China, didn't take up tennis until he was around 40, and his young son became his frequent playing companion, often indoors in the cold winters at the Miller Tennis Center in Williamsville, N.

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The behemoth from Beaverton, Oregon has already shown how much it values the Chinese market by signing sponsorship contracts with stars like NBA phenom Jeremy Lin, tennis star Li Na and Olympic hurdler Liu Xiang.

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One company that is sure to be keeping a close watch on Lin and any potential future endorsements: Li-Ning.

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Top seeds Chen Qi and Ma Lin of China beat Ko Lai-chak and Li Ching of Hong Kong 11-6 11-9 7-11 11-8 8-11 11-5 to take the men's doubles gold in table tennis and keep China on track for another Olympic title sweep in Athens.

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