The homegrown brand, now running neck-and-neck with rivals Nike and Adidas, has stepped up product and marketing efforts and is aggressively expanding its retail presence in the market.
The company, which has 2,500 stores covering nearly every China province, expects to open an additional 1,500 stores by 2008.
The company, which has 2,500 stores covering nearly every China province, expects to open an additional 1,500 stores by 2008.
Its latest campaign, developed by Leo Burnett, takes an integrated approach to promoting Li-Ning's new line of "extreme light-weight shoes".
Luis da Rosa, business director on the Li-Ning account at Burnett, said: "The shoe is ideal for runners because it uses more lightweight materials and is about 50 per cent lighter than previous running shoes. It retails for around Rmb 380 (US$46) to Rmb 400.
"If you have a product this light, generally the communication will ride on the functional benefit, but we did product research and found that jogging is unique and very different to playing a team sport. You're in your own territory or world. There are emotional benefits and it gives you a sense of freedom."
The creative, he added, played on the 'individual sport' and 'freedom' insight, focusing on a runner who breaks through his inner slump. "The runner leaves behind his dejected self and worries to break free and run," said Rosa.
The print ads, running in sports and leisure publications and in-store POS, followed the same creative concept. Starcom handled media for the campaign, which will run for three months.
According to industry sources, China's sports market is valued at US$3 billion and has seen double-digit growth over the last five years. However, the top three brands claim only a third of the market. The remaining share is split between numerous local upstarts.