Guess who’s becoming a global icon?

LONDON—The hoopla surrounding “Linsanity” is revving up in Europe.

The incredible story of Jeremy Lin, the Harvard economics graduate who has become an overnight sensation for the New York Knicks, has become so big that it is getting space in London newspapers that are generally scant on basketball coverage and heavy on football—the non-American kind.

“The ‘miracle’ of Lin takes America by storm,” the Daily Telegraph headlined in Thursday’s sports section. In the Independent, the paper decided to play the Lin story in its news section, putting the “Linsanity!” headline in bold letters on its Trending pages.

Elsewhere in the world, everybody’s getting swept up by “Linsanity.”

In China, Taiwan, and the Philippines—Asia’s three biggest basketball markets—Lin has triggered a spike in basketball products.

In the Philippines, Proline Sports Center vice president Joven Babaan welcomes the development, saying “Linsanity” benefits “the country as a new Asian hero emerges in the post Yao Ming era in the NBA.

“Our sales of Spalding and NBA products are already reacting positively to the Jeremy Lin magic and we are optimistic that we are merely scratching the surface of his potential impact,” said Babaan.

Proline distributes Spalding products in the Philippines. With a report from AP