Home / Knowledge / News / Apparel/Garments / Revitalization of the LI-NING brand
Revitalization of the LI-NING brand
01
Jul '10
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!"


Must ReadView All

Courtesy: Sympatex Technologies

Textiles | On 23rd Feb 2018

Sympatex, Ricosta jointly move towards sustainability

Sympatex Technologies is moving towards sustainability with its...

Courtesy: Business wire

Information Technology | On 23rd Feb 2018

CLO Virtual Fashion launches CLO 4.0 & new website

CLO Virtual Fashion, a leading developer of cutting-edge 3D garment...

HKL Magu welcomes Amitabh Kant, CEO, NITI Aayog; Courtesy: AEPC

Apparel/Garments | On 23rd Feb 2018

AEPC completes 40 years of operation

The Apparel Export Promotion Council (AEPC) has successfully...

Interviews View All

Binoy Ravjani
Hero's Fashion

‘One of the recent trends in hand block printing is the indigo process,...

Sunil Rathore
Lacoste India

‘New vendor is welcome if he offers cost, quality and timely delivery’

Frank Gossmann
Rotorcraft AG

‘RT3 motto is: Do not check millimetres, check colours.’

Abhishek Pachauri

Reckon Industries adapts latest systems for manufacturing from designing...

Sugandha Bhardwaj

<div>New Delhi-based Brinjal Designs Pvt Ltd manufactures home furnishing...

John Kelley

Textile Events is one of the largest textile fair in the United Kingdom,...

Lynda Kelly
Suominen Corporation

Suominen Corporation is a manufacturer of nonwovens as roll goods for...

Iago Castro Asensio
RCfil Distribuciones S.L.

Iago Castro Asensio, International Business Manager of RCfil...

Mark Paterson
Technical Absorbents Ltd

Mark Paterson, R&D manager of Technical Absorbents Ltd talks about Super...

Karan Arora
Karan Arora

Bridal couture created with rich Indian heritage, exquisite craftsmanship...

Aditi Somani
Aditi Somani

Aditi Somani specialises in luxury fusion wear with international cuts and ...

Igor Chapurin
Chapurin

"Now we can see the Russian trend in international fashion. And Russian...

Press Release

Press Release

Letter to Editor

Letter to Editor

RSS Feed

RSS Feed

Submit your press release on


editorial@fibre2fashion.com

Letter To Editor






(Max. 8000 char.)

Search Companies





SEARCH

February 2018

Subscribe today and get the latest update on Textiles, Fashion, Apparel and so on.

news category


Related Categories:

Planning to Take the Leap towards
Sustainability?

Do you see sustainability as a route to business growth?

Yes No

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes No

Active Poll

Do you see sustainability as a route to business growth?

Yes
70.6%
No
12.7%
Skip
16.7%

Total Votes: 102

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes No

Active Poll

Do you think the sustainability space has the needed tools and resources available for a business to lead change?

Yes
63.7%
No
29.4%
Skip
6.9%

Total Votes: 102

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes No

Active Poll

Do you think adopting a sustainable approach will be a profitable move for your business?

Yes
88.2%
No
8.8%
Skip
2.9%

Total Votes: 102

Thanks for your valuable feedback. Claim your free latest sustainability e-book.

Active Poll

Do you want the world to know about your sustainability journey and your business’ environmental footprint?

Yes
83.3%
No
7.8%
Skip
8.8%

Total Votes: 102


E-News Insight
Subscribe Today and Get the
Latest News Update in Your Mail Box.
Advanced Search