Nike has won fame and fortune in sponsoring Michael Jordan, but now a brand new sports company in China is hoping to expand its brand influence by sponsoring the North Korean Olympic delegation.

Perhaps the world's top sports brands will not take a close look at this closed country that was once called "axis of evil" by President Bush. But Hongxing Erke, a Chinese company, hopes that if its sponsor Korean athletes win gold, it will make Chinese viewers aware of this brand.

"The relationship between China and North Korea is actually very stable," said Jenny Yeo, a spokeswoman for Hongxing Erke.

At present, the company is listed in Singapore.

"The domestic audience will see that both Chinese and Korean athletes have the chance to win the cards, so that we can attract a lot of people's attention," she said.

After rejecting a joint team with South Korea to participate in the Beijing Olympic Games, the DPRK delegation hopes to win medals in weightlifting, judo and wrestling.

People will see the "Swan" Swan logo in Korean sportswear, sports shoes and opening costumes.

Hongxing Erke is also preparing to put some of these clothing and equipment into the Chinese market, expecting some curious customers to buy them.

"Koreans attach great importance to sports. They are making every effort to prepare for the Olympic Games.

This is a big event for them, "Yeo said.