After a lapse of seven years, based on the analysis of the market demand for sporting goods in China, Li Ning Company realized the huge consumption potential among young people, and determined to change the brand design style from a single popularization to a "fashionable, young and personalized" city brand. During this period, Li Ning's slogans were "Keep the wonderful for yourself", "I exercise and I exist" and "New Monsoon Movement".
Two years later, Li Ning's slogan was world champion and gymnast Li, and the slogan was "Excellence comes from true colors". This was before the opening of the Sydney Olympic Games in 2000.
The following year, in order to launch the Li Ning Golf Series, the Li Ning brand cooperated with an advertising company to shoot an advertisement in Paris. The picture shows a French girl gymnast wearing Li Ning's gymnastics suit with the slogan "Enjoy the beauty of world sports".
On June 30th, 20 10, Li Ning Co., Ltd. made a high-profile announcement on its brand remolding strategy, issued a brand-new logo and slogan, and made corresponding adjustments to brand DNA, target population and product positioning to create "Li Ning after 1990s". The new slogan of Li Ning Company is "Make The Change", and the new brand logo abstracts the initial "Li Ning Crossing" action of Li Ning Company.