This project created a detailed, actionable strategy for rebuilding Li-Ning's consumer experience including its entire product line, visual identity, and retail experience. The strategy resonates with modern Chinese youth, and sets Li-Ning apart as a global but uniquely Chinese brand--a clear break from its previous role as a "fast follower" of Western trends.  The strategy was based on an excellent body of research, which included intensive consumer research in China, and a new understanding of Li-Ning's brand heritage and DNA.  The result was a new product and service architecture and customer experience strategy that affects Li-Ning’s entire product line, visual communication and retail experience.