Liu Xiang may be injured and vulnerable after his shock Olympic flop, but advertising executives believe the groundbreaking Chinese athlete will remain a marketing phenomenon for many years to come.

The 25-year-old hurdler with the chiselled features and the impeccable manners has towered alongside basketball hero Yao Ming as one of the two most marketable sporting personalities in China since the Athens Olympics.

After Liu hobbled out of the Bird's Nest stadium unable to begin the defence of his 110m crown this week, questions were raised over his future earning power for sponsors trying to penetrate the Chinese market.