Are you talking about Li Ning

A brief history of development

1990-1992---foundation stage 1993-1995---rapid development Stage 1996-1998 --- Operation adjustment stage 1999-2001 --- Secondary development stage 2002-2003 --- Brand remodeling stage 2004 to present --- Professional development stage 1989, Li Ning Mr. Li Ning began to prepare the design plan, and in April of the same year, he officially registered the "Li Ning" trademark. In May 1990, Li Ning Company started in Sanshui, Guangdong, engaged in the production and operation of "Li Ning brand" sportswear. In 1990, Li Ning Co., Ltd. became the first Chinese sporting goods company to sponsor the Chinese sports delegation at the Asian Games. In 1991, Li Ning Co., Ltd. began to fully operate Li Ning brand sportswear and sports shoes. In 1992, Li Ning Co., Ltd. provided award-winning equipment for the Chinese Olympic delegation, becoming the first Chinese sporting goods company to sponsor the Olympic Games. In 1993, Li Ning Company moved to Beijing. In 1993, Li Ning Company took the lead in establishing a franchise marketing system nationwide. In 1995, Li Ning Company became the leader in China's sporting goods industry. In 1997, Li-Ning Company built the Li-Ning Gymnastics School in Foshan, which was the first gymnastics training institution invested by a company. In 1997, Li Ning Company established a self-operated distribution network across the country. In early 1998, Beijing Li Ning Sports Goods Co., Ltd. was established. In March 1998, Li Ning Company took the lead in building China's first sportswear and shoe design and development center in Foshan, Guangdong, becoming the first Chinese sporting goods company to develop independently. In April 1998, Li Ning Company cooperated with the American DuPont Company (now Invista Company) to introduce CoolmaxR fabric. In 1999, Li Ning Company cooperated with SAP Company to introduce AFS clothing and footwear solutions, becoming the first sporting goods company in China to implement ERP. In 2001, Li Ning Company signed contracts with famous Italian and French designers, and its product design embarked on the road of professionalization and internationalization. In October 2001, Li Ning's first overseas brand image store opened in Santander, Spain. In 2001, Li Ning's turnover reached approximately 734 million yuan. In 2002, Li Ning Company established a new brand positioning: Li Ning, everything is possible. In 2002, Li Ning established a cooperation with DuPont (now INVISTA), and Lycra fabrics were widely used in Li Ning brand clothing. In 2002, we established stable cooperative relationships with well-known international companies such as DuPont and 3M in the United States, and carried out various forms of cooperation with some companies in South Korea and France. At the end of 2002, Li Ning Company established the company's mission, vision, values ??and business development strategy. In 2002, Li Ning's turnover reached approximately 958 million yuan. In August 2003, the third generation of "Li-Ning" image stores were launched nationwide. In December 2003, Li Ning Company cooperated with Tsinghua University School of Economics and Management and University of Technology Sydney Business School to jointly launch the first Sino-foreign cooperative sports management master's program. In 2003, Li Ning Company's turnover reached approximately 1.276 billion yuan. In February 2004, the first Li-Ning professional football shoe "Tie" was launched. In August 2004, Li Ning Company cooperated with Dr. Ned Frederick, an American Exeter R&D company, and jointly devoted themselves to the research and development of the core technology of Li Ning sports shoes. In September 2004, the first Li-Ning brand professional basketball shoe Freejumper came out, marking Li-Ning's entry into professional basketball products. In September 2004, the Li-Ning Co., Ltd. Group strategic project was completed. In October 2004, we cooperated with DRD Design Office. In November 2004, the Hong Kong design research and development center "Li-Ning Sports Technology Development (Hong Kong) Co., Ltd." was established to focus on the design of Li-Ning brand clothing products. In January 2005, Li Ning Company signed a contract with the NBA and became the official marketing partner of the NBA. In April 2005, Li Ning Company and NetEase formed a partnership to jointly create a new "Li Ning-NetEase Sports Channel".

In April 2005, Li Ning Company reached a strategic cooperation with Swarovski Company, the world's largest cut crystal manufacturer. In March 2006, Li Ning 001 limited edition was launched. This is the first time a Chinese sports brand has released limited edition sneakers. In April 2006, Li Ning Company and the International Men's Professional Tennis Players Association ATP (Association Tennis Professional) officially announced the establishment of China's official market partnership in Beijing. In April 2006, Li Ning Company and the China University Sports Association reached an agreement to jointly create a new China University Football League. In April 2006, Li Ning Company signed a contract with the Vietnam Football Federation (VFF) in Hanoi. Li Ning Company will provide equipment for the Vietnamese national men's and women's football teams and the Vietnam national U23 men's football team in the next three years. In April 2006, Li Ning Company and the International Men's Professional Tennis Players Association ATP (Association Tennis Professional) officially announced the establishment of China's official market partnership in Beijing. In June 2006, NBA Cleveland Cavaliers player Damon Jones was invited by Li Ning Company to visit China. During the seven-day trip, Damon visited Beijing, Hangzhou and Shanghai and had close contact with Chinese consumers. On August 14, 2006, the Li-Ning brand teamed up with Mr. O'Neal, one of the top 50 NBA superstars. The two parties jointly launched the "Li-Ning" SHAQ series of professional basketball product lines and jointly developed the Chinese basketball market. On September 5, 2006, Li Ning Company launched a professional technology platform for shoe products - "Li Ning Bow" shock absorption technology. "Li-Ning Gong" is the first sports shoe R&D technology platform in China, marking that Li-Ning's sports shoe technology capabilities have become one of the world's leading companies. On September 12, 2006, Li Ning brand officially signed a contract with the Sudanese national track and field team. The Sudanese national track and field team will compete in the 2008 Beijing Olympics wearing training uniforms, competition uniforms and medal-winning uniforms specially designed by Li Ning Company. On January 5, 2007, Li-Ning and CCTV worked together to create a new image for the sports channel. On January 12, 2007, Li-Ning signed a contract with the Argentine national basketball team to take a step further in brand internationalization strategy. On January 29, 2007, Li-Ning and the Swedish Olympic Committee Li Ning Company signed a contract to become the designated sports equipment partner of the Olympic delegation. On April 30, 2007, Li Ning Company and Beijing Sport University jointly promoted and supported the development of rural sports in China and "sported together" with rural physical education teachers. On June 25, 2007, Li Ning Company signed a contract Became the "official partner" of the Spanish Olympic Committee to compete in the Beijing Olympics. On September 24, 2007, a Chinese sports brand signed a contract with a top tennis player for the first time - Li Ning joined hands with Ljubicic to compete in the international tennis world. On November 15, 2007, Li Ning acquired the famous tennis player On July 31, 2008, Li Ning Co., Ltd. announced that it had signed an agreement with the Italian sports brand Lotto Sport to acquire the brand at a price of no less than HK$1 billion. Exclusive 20-year franchise in China. In 2009, Li-Ning officially obtained the sponsorship rights of the Chinese National Badminton Team, overwhelming YONEX's history of dominating the world badminton world. News on the afternoon of June 30, 2010, Li-Ning Co., Ltd. announced a high-profile rebranding strategy, released a new logo and slogan, and The brand DNA, target group, product positioning, etc. have been adjusted accordingly to create "Li Ning born in the 1990s". Li Ning's new slogan is "Make The Change", and the brand's new logo abstracts Li Ning's original "Li Ning Cross" movement.