US sportswear giant Nike Inc has teamed up with a leading Chinese Internet company for an online marketing initiative aimed at boosting its brand recognition in the lucrative Chinese market.

The Oregon-based company and Sina.com said in a news release they will co-develop and market the sports channel, which will be renamed Nike-SINA Sports Channel. Financial terms weren't disclosed.

Nike commented: "This is our first ever strategic partnership with an Internet company. This demonstrates Nike's belief in the rapidly growing Internet market in China.

"By working with SINA, the leading Internet brand in China, we aim to leverage Sina's brand, user base and experience in online marketing to increase Nike's brand recognition in the China market."