Zhang Zhiyong, CEO of Li Ning Group, added that the redesigns were aimed at engaging with what he calls 'Generation 1 Creators' - consumers who embrace changes and dare to think and do what they like.

Be sure to also check out our brand profile of Li-Ning for a history lesson on the 22 year-old company, and stay tuned for an exclusive interview with Brian Cupps, Li-Ning Vice General Manager of ...