Li-Ning is a Chinese sportswear juggernaut. Think Nike in China. Despite prolonged success in Asia, Li-Ning was a rookie in the American market. Introducing a distinctly Chinese brand, with little to no brand recognition was no small task. Thus, we gave it no small effort.
When pitching this client, we rented out an empty storefront in our building and developed a brand experience to walk the client thru. We defined stations that would represent key product offerings and categories. We presented concepts showing how the brand would perform in an American market across platforms. The client had no clue this was coming and was blown away.
This effort was highly guerrilla in nature. My escapades included sourcing building materials for basketball, yoga and skate / surf stations, installing flooring for the basketball court, sand for surf and sod for yoga. I scouted locations for a photoshoot, art directed said photoshoot, then designed persona decks and banners with the photos. Lastly, I pushed spacial planning and flow, and product display setup.
The Herculean effort was rewarded with an outright win of the business and even landed us a partnership with Li-Ning as they setup shop stateside.
Desktop Concepts
Photoshoot
Persona
Pitch Experience
