Li Ning

The Rise, Fall, and Comeback of Li-Ning

In 1990, Li Ning, a Chinese gymnastics legend, had a dream. After winning six medals in the Olympics, he wanted to create China’s own sportswear brand, something that could stand alongside Nike and Adidas. So, he started Li-Ning, a brand made for Chinese athletes.

At first, it worked. Li-Ning became China’s No.1 sportswear brand. The whole country wore it. The Chinese Olympic team even walked out in Li-Ning gear during the 2008 Beijing Olympics. It felt like Li-Ning was unstoppable.

But success didn’t last. Young Chinese consumers wanted Nike and Adidas, not a local brand. Li-Ning’s designs felt old, and sales started dropping. By 2012, the company was in deep trouble. It lost billions in revenue, closed hundreds of stores, and was nearly bankrupt.

Many thought Li-Ning was finished.

Then, something changed. Instead of copying Nike, Li-Ning embraced its own identity. It took inspiration from Chinese heritage and street culture, launching sneakers that were bold, futuristic, and different.

In 2018, Li-Ning shocked the world by appearing at Paris Fashion Week, showcasing designs that blended tradition and modern style. The global sneaker community took notice. Suddenly, people weren’t just buying Li-Ning in China—they were collecting it worldwide.

Today, Li-Ning is back, stronger than ever. No longer just “China’s Nike,” it has become its own powerhouse, proving that success isn’t just about survival—it’s about reinvention.