Li-Ning Company Limited
Encyclopedia
Li Ning Company Limited is a major Chinese
athletic company which makes athletic shoes and sporting goods. Li-Ning branded products are targeted for consumers play in sports such as running, basketball, badminton, football, tennis and fitness. Li Ning counts Nike
and Adidas
as its main competitors. The company endorses a number of athletes and teams, both at home in China and abroad.
In 2005, Li Ning created a joint-venture with French sports apparel company, AIGLE
, giving Li Ning the exclusive rights to be the distributor of AIGLE's products in China for 50 years.
In 2006, Li Ning posted revenues of US$418 million, and total profits of about US$39 million. As of March 2007, there were 4,297 Li-Ning retail stores. The company directly owns some of the retail stores while others are franchised.
In January 2010, Li Ning opened its U.S. headquarters and flagship store in Portland, Oregon
.
In January 2011, Li Ning entered into a partnership with Chicago-based Acquity Group
to expand its U.S. distribution and brand awareness.
The company was founded in 1990 by Li Ning
, a former Chinese Olympic gymnast. As of 2007, Li Ning remains the chairman of the company's board of directors.
product is the "Li-Ning Bow."
The company also has a smaller sports marketing and branding operation.
In March 2006, Li Ning 001 Limited Edition shoe was available. This is the first time a Chinese sports brand made a limited edition sneaker for sale.
's Swoosh
, its logo design is based on its own initial letters L and N.
The company has aggressively used sponsorship deals, particularly with athletes and sports teams, both at home and abroad, to raise its profile.
In 2006 the company signed "strategic collaborations" with the National Basketball Association
, the Association of Tennis Professionals
, the China University Basketball Association and the China University Football League. It also signed sponsorship deals with the Chinese national teams and the Sudan
track and field team. The company will also provide apparel for the Argentina national basketball team
at international events including the 2008 Summer Olympic Games and 2012 Summer Olympic Games. A similar deal was made with the Swedish Olympic Committee.
Since at least 2004, both the Spanish men's and women's national basketball teams have been equipped by Li-Ning.
being held in Beijing
, China. The company arranged to outfit every presenter for broadcaster CCTV-5
.
In a now famous case of guerilla marketing, when entire countries were tuned into the 2008 Summer Olympics opening ceremony
and worldwide millions more saw Li Ning light the torch they also learned that he owns a shoe company with the same name, but is not an official Olympic sponsor. Li-Ning also sponsored several Chinese sporting teams, as well as the Spanish and Swedish
Olympics teams. The company's share price also increased by over 3% on the first day of trading after the opening ceremony.
and has sponsorship deals with five players: Baron Davis
of the Cleveland Cavaliers
, Shaquille O'Neal
(retired), Damon Jones
(currently out of the league), José Calderón
of the Toronto Raptors
, and Evan Turner
of the Philadelphia 76ers
In 2006, O'Neal signed a four-year deal with Li-Ning, reportedly worth US$1.25 million, the largest deal made by the company, and the highest profile signing of an American sports star by a Chinese company. O'Neal cited former teammate Damon Jones and the Spanish national basketball team's deal with Li-Ning as influences on his decision to sign with Li-Ning.
Argentina National Team
Spain National Team
Saski Baskonia
Joventut Badalona
Sigal Prishtina
CB Málaga CB Estudiantes
CE Lleida Basquet
José Calderón
Berni Rodríguez
Saul Blanco Rafa Freire
Baron Davis
Shaquille O'Neal
Hasheem Thabeet
Damon Jones
Evan Turner
Lou Hurd
RCD Espanyol
Celta de Vigo
FK Vardar Skopje
Zi Yan Ivan Ljubičić
Marin Čilić
Denis Istomin
Iván Navarro
Alex Bogdanovic
Sun Shengnan
Carlos Salamanca
Asafa Powell
Andreas Thorkildsen
Huang Xiaoxiao
Zhou Chengjin Christian Taylor
brands including Nike
, Adidas
and Abercrombie & Fitch
- was the subject of a report by the environmental group Greenpeace
entitled 'Dirty Laundry'. Li Ning is accused of working with suppliers in China
who, according the findings of the report, contribute to the pollution of the Yangtze and Pearl
Rivers. Samples taken from one facility belonging to the Youngor Group
located on the Yangtze River Delta
and another belonging to the Well Dyeing Factory Ltd. located on a tributary of the Pearl River Delta
revealed the presence of hazardous and persistent hormone disruptor chemicals, including alkylphenols, perfluorinated compounds and perfluorooctane sulfonate.
People's Republic of China
China , officially the People's Republic of China , is the most populous country in the world, with over 1.3 billion citizens. Located in East Asia, the country covers approximately 9.6 million square kilometres...
athletic company which makes athletic shoes and sporting goods. Li-Ning branded products are targeted for consumers play in sports such as running, basketball, badminton, football, tennis and fitness. Li Ning counts Nike
Nike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
and Adidas
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
as its main competitors. The company endorses a number of athletes and teams, both at home in China and abroad.
In 2005, Li Ning created a joint-venture with French sports apparel company, AIGLE
Aigle (company)
Aigle is a French footwear and textile company founded in 1853 as the Compagnie du Caoutchouc Souple in Montargis by the American businessman Hiram Hutchinson....
, giving Li Ning the exclusive rights to be the distributor of AIGLE's products in China for 50 years.
In 2006, Li Ning posted revenues of US$418 million, and total profits of about US$39 million. As of March 2007, there were 4,297 Li-Ning retail stores. The company directly owns some of the retail stores while others are franchised.
In January 2010, Li Ning opened its U.S. headquarters and flagship store in Portland, Oregon
Portland, Oregon
Portland is a city located in the Pacific Northwest, near the confluence of the Willamette and Columbia rivers in the U.S. state of Oregon. As of the 2010 Census, it had a population of 583,776, making it the 29th most populous city in the United States...
.
In January 2011, Li Ning entered into a partnership with Chicago-based Acquity Group
Acquity Group
Acquity Group, LLC is a brand ecommerce and digital marketing company with U.S. headquarters in Chicago, Illinois, and offices across the United States and China....
to expand its U.S. distribution and brand awareness.
The company was founded in 1990 by Li Ning
Li Ning
Li Ning is a well-known Chinese gymnast and entrepreneur. He was born in an ethnic Zhuang family.-Gymnastics career:...
, a former Chinese Olympic gymnast. As of 2007, Li Ning remains the chairman of the company's board of directors.
Product
Li Ning produces shoes and sportswear, largely for the Chinese market. The company has seen explosive growth in shoe sales in the past several years, which many attributed to its logo's similarities to that of popular brand, Nike, with sales of its sneaker products increasing by 48 percent in 2006. Li-Ning's major shoe lines include the "Flying Armor" series of basketball shoes and "Flying Feather" running shoes. According to the company's web site, their hallmarkHallmark
A hallmark is an official mark or series of marks struck on items made of precious metals — platinum, gold, silver and in some nations, palladium...
product is the "Li-Ning Bow."
The company also has a smaller sports marketing and branding operation.
In March 2006, Li Ning 001 Limited Edition shoe was available. This is the first time a Chinese sports brand made a limited edition sneaker for sale.
Marketing
Although Li Ning's logo is very similar to NikeNike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
's Swoosh
Swoosh
Swoosh is the symbol of the athletic shoe and clothing manufacturer Nike. It is among the most easily recognized brand logos in the world.-History:...
, its logo design is based on its own initial letters L and N.
The company has aggressively used sponsorship deals, particularly with athletes and sports teams, both at home and abroad, to raise its profile.
In 2006 the company signed "strategic collaborations" with the National Basketball Association
National Basketball Association
The National Basketball Association is the pre-eminent men's professional basketball league in North America. It consists of thirty franchised member clubs, of which twenty-nine are located in the United States and one in Canada...
, the Association of Tennis Professionals
Association of Tennis Professionals
The Association of Tennis Professionals or ATP was formed in 1972 by Donald Dell, Jack Kramer, and Cliff Drysdale to protect the interests of male professional tennis players. Since 1990, the association has organized the worldwide tennis tour for men and linked the title of the tour with the...
, the China University Basketball Association and the China University Football League. It also signed sponsorship deals with the Chinese national teams and the Sudan
Sudan
Sudan , officially the Republic of the Sudan , is a country in North Africa, sometimes considered part of the Middle East politically. It is bordered by Egypt to the north, the Red Sea to the northeast, Eritrea and Ethiopia to the east, South Sudan to the south, the Central African Republic to the...
track and field team. The company will also provide apparel for the Argentina national basketball team
Argentina national basketball team
The Argentina national basketball team represents Argentina in basketball international competitions, and is controlled by the Argentine Basketball Federation....
at international events including the 2008 Summer Olympic Games and 2012 Summer Olympic Games. A similar deal was made with the Swedish Olympic Committee.
Since at least 2004, both the Spanish men's and women's national basketball teams have been equipped by Li-Ning.
2008 Beijing Olympics
Li-Ning aggressively sought sponsorship opportunities related to the 2008 Summer Olympics2008 Summer Olympics
The 2008 Summer Olympics, officially known as the Games of the XXIX Olympiad, was a major international multi-sport event that took place in Beijing, China, from August 8 to August 24, 2008. A total of 11,028 athletes from 204 National Olympic Committees competed in 28 sports and 302 events...
being held in Beijing
Beijing
Beijing , also known as Peking , is the capital of the People's Republic of China and one of the most populous cities in the world, with a population of 19,612,368 as of 2010. The city is the country's political, cultural, and educational center, and home to the headquarters for most of China's...
, China. The company arranged to outfit every presenter for broadcaster CCTV-5
CCTV-5
CCTV-5 , also known as the Sports Channel, part of the China Central Television family of networks, is the main sports broadcaster in the People's Republic of China. CCTV-5 began broadcasting on 1 January 1995...
.
In a now famous case of guerilla marketing, when entire countries were tuned into the 2008 Summer Olympics opening ceremony
2008 Summer Olympics opening ceremony
The 2008 Summer Olympics opening ceremony was held at the Beijing National Stadium, also known as the Bird's Nest. It began at 8:00 pm China Standard Time on August 8, 2008, as 8 is considered to be a lucky number. The number 8 is associated with prosperity and confidence in Chinese culture...
and worldwide millions more saw Li Ning light the torch they also learned that he owns a shoe company with the same name, but is not an official Olympic sponsor. Li-Ning also sponsored several Chinese sporting teams, as well as the Spanish and Swedish
Sweden
Sweden , officially the Kingdom of Sweden , is a Nordic country on the Scandinavian Peninsula in Northern Europe. Sweden borders with Norway and Finland and is connected to Denmark by a bridge-tunnel across the Öresund....
Olympics teams. The company's share price also increased by over 3% on the first day of trading after the opening ceremony.
National Basketball Association
Li-Ning is an official marketing partner of the National Basketball AssociationNational Basketball Association
The National Basketball Association is the pre-eminent men's professional basketball league in North America. It consists of thirty franchised member clubs, of which twenty-nine are located in the United States and one in Canada...
and has sponsorship deals with five players: Baron Davis
Baron Davis
Baron Walter Louis Davis is an American professional basketball player with the Cleveland Cavaliers of the NBA. Drafted as the third pick in the 1999 NBA Draft by the Charlotte Hornets, Davis was a star at Crossroads School and UCLA....
of the Cleveland Cavaliers
Cleveland Cavaliers
The Cleveland Cavaliers are a professional basketball team based in Cleveland, Ohio. They began playing in the National Basketball Association in 1970 as an expansion team...
, Shaquille O'Neal
Shaquille O'Neal
Shaquille Rashaun O'Neal , nicknamed "Shaq" , is a former American professional basketball player. Standing tall and weighing , he was one of the heaviest players ever to play in the NBA...
(retired), Damon Jones
Damon Jones
Damon Darron Jones is an American professional basketball player. A 6'3" point guard–shooting guard, he played college basketball for three years with the University of Houston Cougars before declaring early for the 1997 NBA Draft, but he went undrafted.-High school career:Jones played for...
(currently out of the league), José Calderón
José Calderón (basketball)
José Manuel Calderón Borrallo is a Spanish professional basketball player who plays for the National Basketball Association's Toronto Raptors and the Spanish national team.-European career:...
of the Toronto Raptors
Toronto Raptors
The Toronto Raptors are a professional basketball team based in Toronto, Ontario, Canada. They are part of the Atlantic Division of the Eastern Conference in the National Basketball Association . The team was established in 1995, along with the Vancouver Grizzlies, as part of the NBA's re-expansion...
, and Evan Turner
Evan Turner
Evan Marcel Turner , nicknamed The Villain, is an American basketball player for the Philadelphia 76ers. Turner was drafted 2nd overall by the 76ers in the 2010 NBA draft. Turner plays the point guard, shooting guard and small forward positions. Turner is a first-team 2010 NCAA Men's Basketball...
of the Philadelphia 76ers
Philadelphia 76ers
The Philadelphia 76ers are a professional basketball team based in Philadelphia, Pennsylvania. They play in the Atlantic Division of the Eastern Conference of the National Basketball Association . Originally known as the Syracuse Nationals, they are one of the oldest franchises in the NBA...
In 2006, O'Neal signed a four-year deal with Li-Ning, reportedly worth US$1.25 million, the largest deal made by the company, and the highest profile signing of an American sports star by a Chinese company. O'Neal cited former teammate Damon Jones and the Spanish national basketball team's deal with Li-Ning as influences on his decision to sign with Li-Ning.
Teams
Argentina National Team
Argentina national basketball team
The Argentina national basketball team represents Argentina in basketball international competitions, and is controlled by the Argentine Basketball Federation....
Spain National Team
Spain national basketball team
The Spanish national basketball team is the basketball team representing Spain in international competitions, organized and run by the Spanish Basketball Federation...
Saski Baskonia
Saski Baskonia
Saski Baskonia, S.A.D., known as Caja Laboral for sponsorship reasons, is a Spanish professional basketball club from the Basque city of Vitoria-Gasteiz, Spain...
Joventut Badalona
Joventut Badalona
Club Joventut Badalona, S.A.D. is a Spanish professional basketball club based in Badalona, Catalonia, playing in the Asociación de Clubs de Baloncesto . Known to their fans as La Penya , it is one of only three teams that have never been relegated from the top division of the Spanish League...
Sigal Prishtina
Sigal Prishtina
- Basketball Hall :The club currently plays in the sport and youth center "Pallati i Rinisë dhe Sporteve", in the center of Pristina, with a capacity for around 3000 spectators.- Roster :Updated: 05 January 2011- External links :***...
CB Málaga CB Estudiantes
CB Estudiantes
Club Baloncesto Estudiantes, S.A.D., known as Asefa Estudiantes for sponsorship reasons, is a basketball team based in the city of Madrid, Community of Madrid. It is member of the Asociación de Clubes de Baloncesto . Founded in 1948, it is one of the most recognized basketball teams in Spain...
CE Lleida Basquet
Players
José Calderón
José Calderón (basketball)
José Manuel Calderón Borrallo is a Spanish professional basketball player who plays for the National Basketball Association's Toronto Raptors and the Spanish national team.-European career:...
Berni Rodríguez
Berni Rodríguez
Bernardo Rodríguez Arias, nicknamed Berni Rodríguez is a Spanish professional basketball player. He is 1.97 m tall. He is currently playing with the pro club Unicaja Málaga.-Pro career:...
Saul Blanco Rafa Freire
Baron Davis
Baron Davis
Baron Walter Louis Davis is an American professional basketball player with the Cleveland Cavaliers of the NBA. Drafted as the third pick in the 1999 NBA Draft by the Charlotte Hornets, Davis was a star at Crossroads School and UCLA....
Shaquille O'Neal
Shaquille O'Neal
Shaquille Rashaun O'Neal , nicknamed "Shaq" , is a former American professional basketball player. Standing tall and weighing , he was one of the heaviest players ever to play in the NBA...
Hasheem Thabeet
Hasheem Thabeet
Hasheem Thabeet is a Tanzanian professional basketball player. He currently plays for the Houston Rockets of the NBA. He was drafted as the 2nd pick overall by the Memphis Grizzlies in the 2009 NBA Draft after playing with the Connecticut Huskies...
Damon Jones
Damon Jones
Damon Darron Jones is an American professional basketball player. A 6'3" point guard–shooting guard, he played college basketball for three years with the University of Houston Cougars before declaring early for the 1997 NBA Draft, but he went undrafted.-High school career:Jones played for...
Evan Turner
Evan Turner
Evan Marcel Turner , nicknamed The Villain, is an American basketball player for the Philadelphia 76ers. Turner was drafted 2nd overall by the 76ers in the 2010 NBA draft. Turner plays the point guard, shooting guard and small forward positions. Turner is a first-team 2010 NCAA Men's Basketball...
Lou Hurd
Football
Sevilla FCSevilla FC
Sevilla Fútbol Club S.A.D. is a Spanish professional football club based in Seville, Spain that plays in the Spanish La Liga championship.They are one of the most successful clubs in Spanish football having won a 1 La Liga title, 5 Spanish "Copa del Rey" Cups, 1 Spanish Super Cup and 2 UEFA...
RCD Espanyol
RCD Espanyol
Reial Club Deportiu Espanyol de Barcelona is a sports club based in Barcelona, Spain. It is best known for its football team. Espanyol currently play in the Estadi Cornellà-El Prat with seats for 40,500 spectators. It was inaugurated on 2 August 2009...
Celta de Vigo
Celta de Vigo
Real Club Celta de Vigo , simply referred to as Celta Vigo, is a Spanish professional football club based in Vigo, Galicia, currently playing in the Segunda División. It was founded on March 28, 1923 following the merger of Real Vigo Sporting and Real Fortuna Foot-ball Club.Nicknamed Los Celestes ,...
FK Vardar Skopje
FK Vardar
FK Vardar Skopje is a Macedonian football club based in the capital city of Skopje. FK Vardar is currently a member of the 1-MFL. FK Vardar is the most popular and renowned Macedonian football club both domestically and abroad, having won 6 national championships and 6 national cups...
Tennis
Peng ShuaiPeng Shuai
Peng Shuai is a Chinese professional female tennis player. She won a gold medal at the 2010 Asian Games, defeating Akgul Amanmuradova in the final...
Zi Yan Ivan Ljubičić
Ivan Ljubicic
----Ivan Ljubičić is a Croatian tennis player born in Bosnia and Herzegovina . His career-high ATP ranking to date has been no. 3, and he stands at no. 37....
Marin Čilić
Marin Cilic
Marin Čilić , is a Croatian professional tennis player. His career high ATP ranking is no. 9, achieved on 22 February 2010, following his best-ever performance at a Grand Slam, reaching the semi-finals in the 2010 Australian Open...
Denis Istomin
Denis Istomin
Denis Istomin is a professional Uzbek tennis player. His career high rank is #39, achieved on August 30, 2010. He is coached by his mother.- 2006 :...
Iván Navarro
Iván Navarro (tennis)
Iván Navarro Pastor is a professional tennis player from Spain. He is sponsored by Head and Li-Ning for his racquets and attire. He employs the serve-and-volley strategy, very much like his compatriot Feliciano López. He has a habit of changing racquets each game, using one racquet for serving and...
Alex Bogdanovic
Alex Bogdanovic
Aleksa Bogdanovic , also known as his British nickname Alex, is a Serbian-British tennis player born in Belgrade, Yugoslavia. Alex was brought to England by his parents Dušan and Amelija when he was seven and took up tennis as a means of making new friends.Bogdanovic turned professional in 2002...
Sun Shengnan
Sun Shengnan
Sun Shengnan is a Chinese female tennis player. Her highest WTA singles ranking is 233rd, which she reached on May 28, 2007. Her career high in doubles is 50th, which she reached on September 17, 2007....
Carlos Salamanca
Carlos Salamanca
Carlos Salamanca Caicedo is a Colombian professional tennis player.-Singles Titles :-External links:*...
Track and Field
Yelena IsinbayevaYelena Isinbayeva
Yelena Gadzhievna Isinbayeva is a Russian pole vaulter. She is twice an Olympic gold medalist , five-times a World Champion, and the current world record holder in the event...
Asafa Powell
Asafa Powell
Asafa Powell C.D is a Jamaican sprinter who specialises in the 100 metres. He held the 100 m world record between June 2005 and May 2008, with times of 9.77 and 9.74 seconds respectively. Powell has consistently broken the 10-second barrier in competition, with his personal best of...
Andreas Thorkildsen
Andreas Thorkildsen
Andreas Thorkildsen is a Norwegian javelin thrower, born in Kristiansand. He is the first male javelin thrower in history to be European champion, World champion and Olympic champion...
Huang Xiaoxiao
Huang Xiaoxiao
Huang Xiaoxiao is a female Chinese hurdler who specialises in the 400 metres hurdles.Huang made her first impression on the world stage at the Athletics at the 2003 Summer Universiade, where she took a silver in the 400 m hurdles...
Zhou Chengjin Christian Taylor
Christian Taylor (athlete)
Christian Taylor is an American track and field athlete who competes in the triple jump and has a personal record of 17.96 meters...
Environmental Practices
In July 2011, Li Ning - along with other major sportswearSportswear
Sportswear or activewear is clothing, including footwear, worn for sport or physical exercise. Sport-specific clothing is worn for most sports and physical exercise, for practical, comfort or safety reasons....
brands including Nike
Nike, Inc.
Nike, Inc. is a major publicly traded sportswear and equipment supplier based in the United States. The company is headquartered near Beaverton, Oregon, which is part of the Portland metropolitan area...
, Adidas
Adidas
Adidas AG is a German sports apparel manufacturer and parent company of the Adidas Group, which consists of the Reebok sportswear company, TaylorMade-Adidas golf company , and Rockport...
and Abercrombie & Fitch
Abercrombie & Fitch
Abercrombie & Fitch is an American retailer that focuses on casual wear for consumers aged 18 to 22. It has over 300 locations in the United States, and is expanding internationally....
- was the subject of a report by the environmental group Greenpeace
Greenpeace
Greenpeace is a non-governmental environmental organization with offices in over forty countries and with an international coordinating body in Amsterdam, The Netherlands...
entitled 'Dirty Laundry'. Li Ning is accused of working with suppliers in China
China
Chinese civilization may refer to:* China for more general discussion of the country.* Chinese culture* Greater China, the transnational community of ethnic Chinese.* History of China* Sinosphere, the area historically affected by Chinese culture...
who, according the findings of the report, contribute to the pollution of the Yangtze and Pearl
Pearl
A pearl is a hard object produced within the soft tissue of a living shelled mollusk. Just like the shell of a mollusk, a pearl is made up of calcium carbonate in minute crystalline form, which has been deposited in concentric layers. The ideal pearl is perfectly round and smooth, but many other...
Rivers. Samples taken from one facility belonging to the Youngor Group
Youngor Group
Youngor Group Company Limited is a private textiles and clothing enterprise in Ningbo, Zhejiang, China. It is engaged in designing, manufacturing, selling clothing products with its "Youngor" Brand for gentleman clothing...
located on the Yangtze River Delta
Yangtze River Delta
The Yangtze River Delta, Yangtze Delta or YRD, also called Yangzi, or Chang Jiang Delta, Rive Chang Delta Tai Lake Region or the Golden Triangle of the Yangtze, generally comprises the triangular-shaped territory of Wu-speaking Shanghai, southern Jiangsu province and northern Zhejiang province of...
and another belonging to the Well Dyeing Factory Ltd. located on a tributary of the Pearl River Delta
Pearl River Delta
The Pearl River Delta , Zhujiang Delta or Zhusanjiao in Guangdong province, People's Republic of China is the low-lying area surrounding the Pearl River estuary where the Pearl River flows into the South China Sea...
revealed the presence of hazardous and persistent hormone disruptor chemicals, including alkylphenols, perfluorinated compounds and perfluorooctane sulfonate.