Hello, I’m Ryan!
I’m currently a graduate student at the USC Annenberg School for Communication and Journalism, studying Public Relations and Advertising. My interest in sports media began long before graduate school and has since developed into a specific focus on basketball and cross-cultural storytelling between the U.S. and China.
I work as an NBA on-site reporter for Migu, one of the largest sports streaming platforms in China. I primarily cover Los Angeles Lakers and Clippers home games, producing on-site storytelling that connects the NBA with Chinese audiences.
Alongside my reporting work, I’m developing my personal brand as an NBA-focused content creator, sharing game-day experiences and behind-the-scenes moments on Chinese TikTok (Douyin). Through this work, I aim to give fans access to moments they don’t usually see in broadcast coverage and help them feel closer to the game.
Where It Started
I’ve been a passionate, die-hard NBA fan since childhood. My love for basketball began in elementary school, where I dreamed of becoming an NBA player. While my ambitions shifted when I realized I could only average two points per game in high school varsity tournaments, my dedication to the game never wavered. I set a new goal: to contribute to the sport I love by working behind the scenes.
This passion for contributing off the court was reinforced by a defining moment in my journey, which came during the UNC Tar Heels’ heartbreaking loss in the 2020-2021 season final game. Since then, I promised myself I would contribute to the team in any way possible. After consistently reaching out to professors and staff, I earned a role as a student manager of the UNC Basketball Varsity, where I could really assist the varsity team with daily practices and game-day operations.
This experience taught me that hard work and persistence could open doors to incredible opportunities. This realization also strengthened my resolve to pursue a career where I could make a tangible impact in the basketball world.
The Next Steps
NBA China‘s MCN & “Only Ball is Enough”
My early professional experience allowed me to put my interest in basketball into practice. I began as an intern at an MCN company affiliated with NBA China, where I supported the planning of influencer-led basketball teams and assisted with social media strategy development for players and creators.
I later worked as an assistant team manager for Only Ball Is Enough during the XBA tournament, coordinating team operations and schedules in collaboration with NBA China and Nike. Through this experience, I gained firsthand exposure to how basketball events, athlete content, and brand partnerships come together behind the scenes. I also contributed to digital campaigns for leading Chinese basketball creators, including work supporting influencer-led projects with large-scale online reach.
ANTA Sports
During my internship at ANTA’s Basketball Division, I supported marketing initiatives focused on expanding the brand’s presence in the U.S. market. This work included assisting campaigns involving NBA spokespersons such as Kyrie Irving and Klay Thompson, while helping adapt brand messaging to resonate with U.S. audiences and remain consistent with ANTA’s Chinese identity.
Working in a cross-cultural marketing environment gave me a clearer understanding of the complexities of global sports branding, from translating brand values across markets to balancing creative storytelling with data-oriented decision-making. These experiences exactly reinforced my interest in pursuing a long-term career in global sports marketing and communications
Looking Ahead
Overall, I aim to build a career at the intersection of sports media and global sports marketing, particularly in roles that connect U.S. sports culture with Chinese audiences through storytelling, content development, and brand strategy. I’m motivated by opportunities that require cross-cultural collaboration and real-world execution, and I hope to continue developing these skills by working closely with teams operating across markets.
“Great Things Come From Hard Work and Perseverance. No excuses.”
— Kobe Bryant
Ryan Zhu
NBA On-Site Reporter & Sports Content Creator