The slogan "Anything is possible" is the crystallization of continuous accumulation and perfection of Li Ning brand 15 years. From the earliest hope for China's new generation to keep the wonderful things for yourself, to I exercise and exist, I enjoy the beauty of sports, Excellence comes from the true colors, and now everything is possible, Li Ning brand has gradually accumulated unique connotations. "Promote sports in China and let sports change our lives" is the original intention of Li Ning Co., Ltd. ... Li Ning Co., Ltd. never gives up any efforts to realize this mission. Since 1990 supported the China Sports Delegation of the Beijing Asian Games, Li Ning Co., Ltd. has invested heavily in sports and created tens of thousands of employment opportunities. Through the investigation of consumers, the new brand personality of Li Ning brand has gradually emerged. Li Ning will become a fashionable sports brand and an indispensable part of people's lives. Li Ning brand should be friendly, attractive and fashionable. Li Ning brand should give consumers two interest support points: functional interest and experience interest. For sporting goods, their functions and experiences are naturally interlinked. Both can be summed up in one sentence: "Anything is possible". The brand concept of "anything is possible" has been excavated. After the new positioning came out, the whole company immediately began to use this positioning to unify the company's external caliber. Jasmine Zhang, public relations and brand manager, said: "Anything is possible" is a brand spirit. If this brand spirit is integrated into the minds of consumers, our brand will be invincible.