Li Ning Company changed eight advertisements, from the earliest "I hope the new generation in China" to "Keep the wonderful for myself", and then to "I exercise and I exist", "Enjoy the beauty of sports" and "Excellence comes from the true colors". Compared with the classic slogans of Nike "Just do it" and Adidas "Impossible is nothing", Li Ning's various slogans make the company lose the direction of brand positioning. In 2002, Li Ning launched the advertisement "Anything is possible". With this slogan, Li Ning, who is positioned as a popular brand and emphasizes fashion and enterprising, is now a little more domineering, and will have a more fierce impact on world-famous brands such as Nike and Adidas.

Anything is possible, from Li Ning, China.

It can't be nothing. It's from Adidas in Germany.

The two sentences express the same meaning, but the words are different and the grammar is different.

Although I haven't made a large-scale survey, as far as I know, there is no one who advertises and doesn't advertise that Li Ning copied Adidas, and some people's words are quite judgmental. So I estimate that more than 50% people will take it for granted. Before I found out the facts, I always thought that Li Ning was learning Adidas. Later, I heard that Li Ningxian said it, and it was not confirmed until I saw an interview with Zhang Zhiyong, CEO of Li Ning, in Fortune Life. It turned out that it was indeed Li Ningxian who said it (Li Ning in 2002, Adidas in 2003). But I think until now, there will still be many people who don't know the truth, especially the large number of loyal fans of Adidas. Of course, it seems unlikely that Adidas will copy Li Ning. But if we follow these two slogans, isn't it possible? Ha ha.

In fact, the standard of these two slogans is very high. Even if the two brands are used interchangeably, there is nothing unpleasant. So Li Ning's slogan is the most unfair.