Li Ning–Anything is Possible

Case Solution

Luc Wathieu
Harvard Business School ()

A leading Chinese sporting goods company aggressively competes with global brands Nike and Adidas, with marketing strategies tailored to geographic segments. In big cities, where the competition takes place on a highly conceptual level, Li Ning has chosen a highly controversial “oriental theme” for his brand and at the same time has become a major sponsor of the best international athletes.

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