Revitalization of the LI-NING brand

01 Jul '10

5 min read

This young chap has a strong urge to pursue excellences and championships. He has sports in his blood: This is the first professional sports brand ever established by a true Olympic champion athlete. Mr. Li Ning said: "I am proud to have lived such an extraordinary life. No matter whether I am on the peak or in the trough, I always tell myself: 'I am an athlete. I always need to be proactive and aggressive on sports fields.' It is this far-sightedness that earn us the opportunity to be the ultimate winner." From the early 1990s when the LI-NING brand was first established until now the brand revitalizes itself to communicate with Generation 1 Creators, Mr. Li Ning spoke with charm: "I feel like I am a Li Ning born after the 1990s."

A Li Ning born after the 1990s constitutes the main theme of the advertising campaign for this brand revitalization exercise. This Li Ning born after 1990 is not going to be a book to be judged only by its cover. Behind this facelift the Group carried out a number of revitalization moves at the institutional level, including systemic upgrading of its sports events planning, business geographical breakdown, product research and development and design. The Group also unveiled today new product collections that carry rich new features: the "Athletic Pro" collection of top-notch sports equipment for professional athletes, the multi-function "Urban Sports" collection for light urban sports, the all-orange-color "Brand Heritage" collection that illustrates the brand equity, and the "Crossover" collection that collaborates local and foreign design talents.

The original logo and the legacy "Anything is Possible" slogan of the LI-NING brand are not retiring. They will become part of the Group's brand assets and be appropriately deployed. Societal and business leaders attending the event, including Mr. Long Yongtu, Mr. Zhang Weiying, Mr. Liu Chuanzhi, Mr. Wang Shi, all agreed that revitalization of the LI-NING brand is an illustration of a strong courage and sends a strong signal for a quantum leap in the sports goods industry in China.

Li Ning Company Limited is one of the leading sports brand enterprises in the PRC, possessing brand marketing, research and development, design, manufacturing, distribution and retail capabilities. The Group's products mainly include footwear, apparel, accessories and equipment for sport and leisure uses under its own LI-NING brand. The Group has established an extensive supply chain management system, and a distribution and retail network in the PRC primarily through outsourcing of manufacturing operations and distribution via franchised agents. The Group also directly manages retail stores for the LI-NING brand.

Li Ning Company Limited

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