Rebirth of cool

From 2012 to 2014, the brand suffered sustained losses totaling 3.1 billion yuan.

Back then, Li-Ning failed to win over the post-90s generation, but the designs of this latest collection have successfully attracted everyone's attention with their youthful and cool styling.

Talking about Li-Ning's future development, vice president Hong Yuru says the company aims to conduct more analysis and react to consumer consumption habits and shifting demands - down to their experience of product and how and where they purchase them - in order to enhance the value and influence of the brand.

As he says the brand is determined to supply fashionable products that continue to demonstrate China's national sports culture and spirit.