Lining 001 Series Sports Shoes

"Everything is possible" is not a simple advertising slogan. It needs a lot of things to support. At the same time, it needs more consumers to truly feel and understand its connotation. Lining chose to highlight the brand value through sports marketing.

As a local brand Li Ning Co, because of its familiarity with Chinese culture and its tradition of creating "differentiated competition with oriental elements", its Chinese style products are more profound than those of Nike and Adidas.

In the design of the Li Ning Co, the "Golden Dragon" image is integrated into the table tennis team uniform, and the blue and white porcelain is applied to the diving team uniform. The peony, Ruyi moire, Phoenix and so on are all used in the gymnastics team uniform.

In the design of sports shoes, Lining has made a deep excavation of Chinese elements. Among them, "Banpo basketball shoes" and "flying armor" basketball shoes, which won the German iF prize, are representatives.

According to the relevant person in charge of Li Ning Co, "Banpo basketball shoes" is inspired by the most representative pottery art of Yangshao culture in China, Banpo pottery, which uses the river sand yellow and mud black of Banpo pottery.

The heel part uses embroidery technology to reproduce the simple patterns on Banpo pottery, and the inner lining area of the ankle is embroidered with a mysterious fish totem. The shoe sole of the "flying armor" shoes refers to the shape of ancient Chinese bronzes and designs around the movement mechanics, using the ancient Chinese armor and Zhong Ding structure.

Sports marketing is a systematic project which is carefully constructed. When enterprises sponsor sports, they must make sports culture, brand culture and product promotion three harmoniously and integrate into every aspect of the operation of enterprises, so as to form a unique corporate culture and achieve a resonance between enterprises and consumers.

The core consumer group of sporting goods is the younger generation. A sports brand can only truly realize its value only if it is recognized by the younger generation. Therefore, Lining focuses the brand communication on the college students.

"The post-80s generation does not care about the results of their work. They value the process of experience more.

So our product and brand strategy emphasizes the "enjoyment" of the process, on the other hand, it creates a platform for "challenge", hoping that they will realize the dream of heroes in Lining's activities and products.

Lining, manager of brand marketing department, summed up the emotional communication between Lining and post-80s.

In the post-80s generation, consumers care more about the product itself and are not so sensitive to the price. In addition to improving the fashion appearance and high-tech content of the products, Lining pays more attention to the international style of the products, and emphasizes the promotion of the heavyweight spokesperson to the brand influence.

Although Lining is far away from the world's super sports brand, his brand manifesto is not very mature in imitation, but the spirit of professionalism he adhered to and the use of sports marketing mode are conveying an accurate message: with the revival of an oriental nation, the rise of native sports brand is not far away, and everything is possible from China to the world.