Li-Ning's Slogans & Taglines

Li Ning Company Limited traces its origins to 1990, when former Olympic gymnast Li Ning—who won six gold medals at the 1984 Los Angeles Games—founded the company in Beijing to create a truly Chinese professional sports brand. The brand pioneered domestic sportswear R&D, establishing China's first design center in 1998 and becoming the first Chinese sporting goods company to list overseas on the Hong Kong Stock Exchange in 2004. Its slogans evolved from early aspirational claims such as "A new generation of hope in China" to the iconic "Anything is possible" in 2002, and ultimately to "Make the Change" in 2010, reflecting a shift from national pride to individual expression and global ambition. The portfolio spans performance athletic shoes including the signature Way of Wade basketball line, running footwear, badminton equipment, and sportswear that blends Chinese cultural heritage with modern street style. In 2018, Li Ning became the first Chinese sportswear brand to debut at New York Fashion Week, cementing its status as a global symbol of Chinese athletic innovation and cultural confidence.