Revitalization of the LI-NING brand

01 Jul '10

5 min read

With the momentum of remarkable growth in recent years behind it, LI-NING's brand revitalization comes on the 20th anniversary of their establishment by founder, Mr. Li Ning, who will personally make the revitalization announcement and official unveiling of the new logo and new slogan at Li-Ning's Beijing headquarters on June 30th 2010. A large group will gather at the LI-NING Centre to celebrate the launch including LI-NING Company executives, investors, representatives from each of LI-NING's five gold medal-winning teams, and many other VIP guests.

The LI-NING brand, through its two decades of rapid development, has become an accomplished leader in sports brands in China. It has been harnessing the evolution of sports culture and value system of consumers in China. With its intuitive market judgment, the LI-NING brand has long been fostering strong momentum for a review in sports culture that will take the whole sports goods industry in China on a quantum leap. Taking reference with its in-depth research into the maturity cycle of the market, industry growth drivers, competition landscape analysis and positioning and consumption trends, the LI-NING brand proactively adopted a re-invention approach. This approach kick-started a three-year preparatory phase which saw the brand's DNA reconfigured and the brand's systems reintegrated to give birth to a new personality and attitude for the LI-NING brand.

The move that attracted most of the attention is the change in the brand's iconic logo and slogan. The Group unveiled in the event the brand's new logo and new slogan, "Make The Change." The new logo displays a modern interpretation of the iconic attributes of the original logo in a modern design language that spells out a global perspective. Not only has the new logo narrated the rich visual heritage of the classic "LN" symbol, it has also abstractly outlined the "Li Ning Cross" gymnastic posture invented by Mr. Li Ning. The new logo has effectively communicated the brand's sports values using the resemblance of its shape to the Chinese character "Ren," which means people, encouraging everybody to express and actualize himself through sports. It features a cleaner cutting to convey a tough, motion- and energy-rich silhouette. The new slogan "Make The Change" is adapted from a new brand manifesto that speaks out the evolution from "dare to think" to "dare to do," encouraging everybody to embrace changes and breakthroughs. It is a calling to a new breed of consumers, the "Generation 1 Creators."

Mr. Zhang Zhiyong, CEO of the Group, said: "We believe the Generation 1 Creators have been born. This is what initiated our urge for a change. These people have global visions. They love innovations. They demand high product quality. They are giving new meanings to sports. To gain their recognition, we need to become more sensitive, more refreshed, more energetic and have stronger personalities. The LI-NING brand and all young people are eager to express and actualize themselves. We are communicating with them in a new language. People will gradually notice that the LI-NING brand is gradually evolving into a young chap with light-hearted wit, who is true to life, curious and inventive!"

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