Li-Ning unveils 'Bow' via Beijing stunt

<P>China sportswear brand Li-Ning recently took over a converted factory in Beijing's hip '798' art district to launch a blast for its new 'Bow' shoe technology.</P> <P>The new technology is as important to Li-Ning as the 'Air' brand is to Nike, according to Luis da Rosa, director of brand management for Leo Burnett Beijing, the agency handling the campaign.</P> <P>The shoe structure imitates China's oldest bridge, the arched Anji Bridge, and is designed to absorb maximum impact. It also features a tensile bar to speed up the arch's post-impact recovery. "It's simple thinking, but it's very good," said da Rosa.  </P> <P>The design and campaign deliberately incorporate oriental elements to distinguish the shoes from rival Nike, he added.</P> <P>The campaign launch, devised in conjunction with Arc Worldwide Shanghai, featured French urban acrobatics group Le Parkour, famous for using the city environment as an obstacle course. Da Rosa said the group was chosen for its popular appeal and because its sport requires a great pair of shoes. </P> <P>The TV-led campaign will be complemented by print, outdoor and in-store executions. It will also feature footage of the Li-Ning-sponsored Sudan track and field team, filmed on location in Africa. It comes on the heels of a teaser campaign which sought to build anticipation for the technology.</P> <P>While the shoes aren't sport-specific, the campaign particularly targets runners, da Rosa said. </P> <P>Li-Ning is the third-ranked sportswear brand in China, behind Nike and adidas. It counts NBA stars Shaquille O'Neal and Damon Jones among its endorsers.<BR></P>