Y&R Beijing has been appointed as advertising AOR for LI-NING, China’s iconic sports apparel and equipment brand.
Y&R won the account in a competitive pitch involving a number of agencies.
The business moves from O&M Beijing. LI-NING’s founder is Li Ning – a Chinese gymnast who won multiple gold medals at the 1984 Los Angeles games.
In recent years, the company has focused on sports which have the greatest participation – basketball, running and training – and building on sports such as badminton, in which the brand already enjoys a leading reputation.
Significant investments have been made with Miami Heat star Dwyane Wade moving from Nike to LI-NING, along with a multi-year deal to be the title sponsor of the China Basketball Association (CBA) – China’s equivalent of the NBA, which has been getting bigger and bigger crowds and more media interest in recent years.
Charles Sampson, CEO of Y&R China, said: “There are a handful of brands that have the potential to galvanise an entire nation, Nike and adidas represent a western take on sports. LI-NING has the opportunity to create a very different point of view.
“We are thrilled to have the opportunity to work with such an iconic Chinese brand and help them carry on their journey of transformation.”