Li-Ning
| Company type | Public |
|---|---|
| Industry | Athletic apparel and sports equipment |
| Founded | 1989 |
| Founder | Li Ning |
| Headquarters | Beijing , China |
Area served | Worldwide, with focus on North America (until exit) |
Key people | Li Ning (founder, former chairman) |
| Products | Athletic apparel, sports equipment |
Li-Ning Company Limited is a Chinese enterprise specializing in athletic apparel and sports equipment, established by former Olympic gymnast Li Ning. The brand supports athletes and teams worldwide, with a strategic focus on expanding its presence in the North American market.
History
Established in 1989 by Olympic gymnast Li Ning, who continued to serve as chairman through 2015, the company entered a joint venture in 2005 with the French clothing brand AIGLE, obtaining exclusive rights to distribute AIGLE products within China for a 50-year term. By 2006, Li-Ning reported revenues of US$418 million alongside profits near US$39 million. As of March 2007, the company managed a network of 4,297 stores, comprising both directly operated outlets and franchises.
In January 2010, Li-Ning launched its U.S. headquarters along with a flagship retail location in Portland, Oregon. This was accompanied by a brand overhaul introducing a refreshed logo and the tagline "Let the Change Occur." The following year, it collaborated with Chicago-based Acquity Group to broaden distribution channels and enhance brand recognition across the United States.
The company earned the "Outstanding Contribution to Quality Standardization Award" in knitwear in April 2012. Later that year, NBA star Dwyane Wade was signed as a global brand ambassador.
In 2013, Li-Ning experienced a 24.6% drop in revenue to RMB2,906 million due to inventory clearance efforts and store closures, forecasting a net loss potentially reaching RMB820 million (US$13.19 million) for 2014—marking its third consecutive year of losses.
By 2019, revenue rebounded strongly, rising 32% to RMB13.87 billion, while net profit doubled to RMB1.5 billion. In 2020, total revenue increased by 4.2% year-over-year to RMB14.46 billion ($2.22 billion), and net profit surged 34.2% to RMB1.7 billion ($261 million).
On March 7, 2022, Norway’s Government Pension Fund excluded Li-Ning from its portfolio due to concerns over potential involvement in serious human rights abuses. That same month, U.S. Customs & Border Protection detained shipments of Li-Ning products amid allegations of utilizing North Korean labor within its supply chain, leading the company to exit the U.S. market.
Marketing
Li-Ning has strategically enhanced its brand visibility through sponsorship agreements with athletes and sports organizations both domestically and internationally.
In 2006, it forged key partnerships with the National Basketball Association, the Association of Tennis Professionals, the Chinese University Basketball Association, and the Chinese Football Association. The company also supported Chinese national teams as well as Sudan’s track and field squad. Additionally, Li-Ning supplied uniforms for the Argentina national basketball team during the 2008 Summer Olympics and 2012 Summer Olympics, alongside outfitting the Swedish Olympic Committee. The Indian Olympic Association entered into a sponsorship arrangement with Li-Ning for the Rio 2016 Summer Games.
To commemorate its 30th anniversary in January 2020, Li-Ning showcased a fashion presentation at Paris menswear fashion week featuring a limited 10-piece capsule collection created in collaboration with Jackie Chan and introduced a signature sneaker designed jointly with Dwyane Wade.
2008 Beijing Olympics
During the 2008 Summer Olympics held in Beijing, Li-Ning supplied apparel for every presenter on broadcaster CCTV-5, China’s dedicated sports channel. The company sponsored Chinese national teams across Gymnastics, Table Tennis, Archery, and Diving disciplines, as well as supporting Spain’s basketball team along with Argentine and Swedish Olympic contingents.
In an exceptional instance of ambush marketing, founder Li Ning gained widespread attention by lighting the Olympic flame at the opening ceremony. Although not an official sponsor of the Games, Li-Ning leveraged its role as an equipment provider for multiple Chinese teams combined with Li’s status as a national sports hero to associate closely with the event. This resulted in substantial brand exposure that eclipsed official sponsor Adidas. Following this high-profile moment, Li-Ning’s stock price increased by more than 3% on its initial trading day after the ceremony.
Sponsorship
Li-Ning has established itself as an official marketing partner of the National Basketball Association, endorsing a total of ten athletes such as Baron Davis (retired), Shaquille O'Neal (retired), Damon Jones (retired), José Calderón (retired), Cleanthony Early, Glenn Robinson III, Evan Turner, Dwyane Wade (under a lifetime agreement), and CJ McCollum.
In 2006, O'Neal entered into a four-year contract valued at approximately US$1.25 million, representing Li-Ning's most substantial endorsement at that time and marking a notable partnership between a Chinese brand and an American sports icon. Inspired by teammate Damon Jones and the Spanish national basketball team's collaboration with Li-Ning, O'Neal played a crucial role in enhancing the brand’s international recognition.
Between 2006 and 2008, Li-Ning sponsored the Vietnam national football team, coinciding with Vietnam’s competitive success in regional tournaments like the 2007 AFC Asian Cup and 2008 AFF Championship. Additionally, in 2010, Li-Ning became the official apparel provider for Tajikistan’s tennis squad and FC Istiklol.
A landmark endorsement occurred in 2012 when Dwyane Wade transitioned from Jordan Brand to Li-Ning with a $10 million agreement, signifying a major achievement for the company’s athlete partnerships.
In 2019, Li-Ning ended its association with the Houston Rockets following political tensions involving the team’s general manager. That year also saw Li-Ning and its Indian partner, Sunlight Sports Pvt. Ltd., secure sponsorship agreements with leading Indian badminton stars P V Sindhu and Kidambi Srikanth, supporting the brand’s growth in the Indian market.
Olympic Committees
Club teams
- Beijing Ducks
- Guangdong Southern Tigers
- Shanghai Sharks
- Zhejiang Lions
- Kuala Lumpur Dragons
- Capitanes de la Ciudad de México
Players
- Cleanthony Early
- Glenn Robinson III
- Frank Mason III
- CJ McCollum
- D'Angelo Russell
- Jimmy Butler
- Udonis Haslem
- Dwyane Wade
- Fred VanVleet
- R. J. Hampton
National teams
- (Limited to Asian Games and Sea Games participation)
Club teams
- Hunan Billows
- Kuala Lumpur City F.C.
- Birgunj United FC
- F.C. Chitwan
- Jawalakhel YC
- Kathmandu Rayzrs F.C.
- The Cong – Viettel FC
Tennis
Male players
- Chen Long
- Kim Astrup
- Mathias Christiansen
- Anders Skaarup Rasmussen
- Srikanth Kidambi
- Yuta Watanabe
- Ong Yew Sin
- Teo Ee Yi
- Loh Kean Yew
Female players
Winter sports athletes
Basketball players
Football Clubs
- Espanyol (2010–2012)
- Celta de Vigo (2010–2013)
- Málaga (2010–2011)
- Sevilla (2011–2012)
- Tractor SC (2017–2018)
- Persepolis (2018–2019)
- Esteghlal Khuzestan
- Puebla (2018–2019)
- Vardar (2008–2012)
- Istiklol (2010–2012)
- Phu Dong (2019–2022)
National Football Teams
Badminton Players
Environmental Practices
In July 2011, Greenpeace's 'Dirty Laundry' report identified Li-Ning among prominent sportswear companies such as Nike and Adidas. The investigation revealed that suppliers linked to Li-Ning in China were responsible for discharging pollutants into the Yangtze and Pearl Rivers. Chemical analyses detected dangerous substances including alkylphenols and perfluorinated compounds, raising significant environmental concerns related to the company’s supply chain operations.