Li-Ning, the Beijing-based sports company started by the Chinese Olympic medal-winning gymnast of the same name, is pushing into the U.S. market- backyard of Nike -using digital media, e-commerce and event marketing. Eschewing retail channels, the company is only selling its sneakers and apparel online, primarily through its dedicated e-commerce site. Will that be enough?
The national launch campaign is the work of Digital Li-Ning, the company’s year-old joint venture with Chicago-based marketing firm Acquity Group. Digital Li-Ning is serving as the U.S. division of the parent company.
Anchoring the U.S. campaign is a new brand site, unveiled March 22, which features Li-Ning's NBA endorsers Baron Davis of the New York Knicks and Evan Turner of the Philadelphia 76ers. More endorsements will come from Olympics competitors such as sprinter Asafa Powell, pole vaulting champ Yelena Isinbayeva, and track and field jumper Christian Taylor. The site also includes marketing messages and links to Li-Ning's three-month-old e-commerce site. Its slogan: "Straight Out of New China."
