Word: badminton
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Dates: during 2010-2019
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...products in the Portland store do not shy away from Li Ning's origins, highlighting apparel for popular sports in China like badminton, table tennis and kung fu - games you won't find front and center at nearby Niketown. Li Ning consciously decided not to shed its Chinese identity as it expands overseas, hoping instead to ride the growing influence of Chinese culture. Jay Li, the general manager of Li Ning USA, predicts that as Chinese soft power expands, China's tastes "will become part of the fabric of mainstream culture." Says Li: "When the tide starts to turn...
...with NBA stars like Baron Davis (who has a signature Li Ning shoe, the BD-1) and Shaquille O'Neal (who is under a five-year contract with the brand). But it still maintains its value-for-money approach to marketing - recently making a big push, for example, into badminton, a sport largely ignored in the West but played and watched by some 300 million Chinese. Li Ning - sponsored shuttlecock star Lin Dan graces billboards and TV ads around China, and the firm opened a "badminton paradise" last year in Singapore, its first international outlet. Although badminton won't feature...
...around him. He doesn't need a big, pushy entourage to do it. When I meet him on the roof of a bland, concrete hotel in Roorkee, he has already charmed and cajoled the manager into opening up the roof terrace, lighting it with movie equipment and fetching a badminton set so he and his crew can amuse themselves in the evenings. (Read "Bollywood's Viral Videos...