Li-Ning hires Ruder Finn

BEIJING Chinese sports apparel brand Li-Ning has appointed Ruder Finn to handle its global PR business, the first time it has retained an international agency as its AOR.

Ruder Finn won the business after a competitive two-month pitch involving Hill & Knowlton, Fleishman Hillard and one other unnamed agency.

Li-Ning previously worked with local shop Shiji Shuangcheng on a project basis, but according to Li-Ning chiefs the retainer agreement marks a significant shift in strategy for the brand, and is a reflection of the brand's increasingly global aspirations.

"This PR agency pitch is another step for Li-Ning to go international, and through the two teams working together we will create a strong global brand," said Ren Xinzhao, PR manager, Li-Ning.

Ruder Finn has been tasked with establishing a platform for its international positioning and outreach in the lead-up to the Beijing Olympic Games in 2008, as well as handling corporate and brand communications and media relations. Jean-Michel Dumont, Ruder Finn executive vice-president and managing director, North Asia, said Li-Ning was also seeking to enhance its corporate social responsibility programmes.

"This is another step in Li-Ning preparing to compete on the international scene, while still consolidating its position at home," said Dumont.

"They are competing in an area where global brands already have incredible brand equity, but with challenges come opportunities," he said.

Dumont added the agency would now look to hire several staff across its three mainland operations to service the account. In May this year Leo Burnett retained Li-Ning? US$29 million creative business.

The move was widely seen as a response to Nike and adidas shoring up key sponsorship opportunities for the Beijing Olympic's. Li Ning is ranked third in the sportswear market behind Nike and adidas.