GALLERY 16: Li-Ning - Possibility

China's answer to Nike has avoided spending a fortune on celebrity endorsements, because its founder is a national hero. Li-Ning became the region's most famous gymnast after his performance at the 1984 LA Olympics. Also known as the "Sneaker King", Li-Ning somersaulted on to the international stage when the French Olympic team wore the brand's sportswear in the 2000 Olympics. Aiming to reposition the brand, this execution is part of a corporate image overhaul to get the younger and more affluent to wear the apparel.

Product/client: Li-Ning

Agency: Leo Burnett Beijing

Rm 1308, China World Tower 2

No 1 Jian Guo Men Wai Avenue

100004 Bejiing


T: +86 10 6505 8838

F: +86 10 6505 6983

Creative director: Attlee Ku

Agency producer: Goretti Yau

Art directors

Well Tan

Attlee Ku

Writer: Ian Wu

Production company: Oaeon Production

Hong Kong

T: +852 2590 8022

Director: Sng Tong Beng

Producer: Tammy Hui

Director of photography: Wong Po Ming

Post-production company: Touches

14th & 15th Fl Grand View Commercial Centre

29-31 Sugar St

Causeway Bay

Hong Kong

T: +852 2895 5399

F: +852 2890 7705

Editor: Teddy Mak

Music: Voices

Flame artist: Kenneth Chung; Digit Digit

Sound design: Voices

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