The brand, which is seeking to step up marketing efforts ahead of the 2008 Beijing Olympics, will roll out the new product line in January 2007.
The new line is backed by NBA star Shaquille O'Neal who is featured in an outdoor billboard, print and online campaign. "Li-Ning has (NBA player) Damon Jones as a spokesperson, but this is the first tie-up with an NBA player that allows Li-Ning to develop a complete new product line," said Luis da Rosa, business director at Leo Burnett. "In Li-Ning's style, a story element has been injected into the ads, showing Shaq as a heroic martial arts fighter."
The new line is backed by NBA star Shaquille O'Neal who is featured in an outdoor billboard, print and online campaign. "Li-Ning has (NBA player) Damon Jones as a spokesperson, but this is the first tie-up with an NBA player that allows Li-Ning to develop a complete new product line," said Luis da Rosa, business director at Leo Burnett. "In Li-Ning's style, a story element has been injected into the ads, showing Shaq as a heroic martial arts fighter."
