Sports brand Li Ning: continue to highlight the inherent charm of women
Shaoxing Yingcheng Textile Co.,Ltd , https://www.sxyingcheng.com
Li Ning's Inner Shine campaign represents a distinctive aesthetic philosophy rooted in the unique beauty and grace of Oriental women. Introduced in recent years, it aims to celebrate the natural radiance and inner strength of women while encouraging a healthier, more balanced lifestyle. The latest advertisement features poetic and reflective copy that invites women to connect with their bodies, embrace their physicality, and find peace through movement.
"Focus on why it moves, not how it moves. Try to communicate with your body; pain can be quick, stress can be a motivation. Learn to reconcile with your body, accept its flexibility and strength, and live in harmony with it." This message resonates deeply, offering a calming and introspective tone that reflects the brand’s evolving identity.
The new Inner Shine campaign has been rolling out across various platforms, including subway ads, and continues to emphasize the importance of self-awareness and bodily connection during physical activity. The TVC series includes three themes: "Jog," "Dance," and "Yoga," featuring two prominent ambassadors—Isinbayeva, the legendary pole vault champion, and a beloved Chinese celebrity (whose current role remains undisclosed). Their presence highlights the elegance and power of female movement, reinforcing the campaign’s core message.
Beyond digital campaigns, Li Ning also partnered with renowned yoga organizations like Yuji Yoga and Jade Bird Yoga for the 2010 YOGA WORKSHOP. This initiative was part of the broader Inner Shine movement, promoting the Spring Summer Women's Sports Collection. Participants were only required to bring personal items, while all equipment and expert guidance were provided by partners. International yoga masters and local instructors joined the event, creating an engaging and inspiring experience that deepened the campaign’s impact.
In addition to offline activities, Li Ning launched an online web series called “Shine Moves Back Through.†Though only two episodes have been released so far, the drama already builds suspense around the story of an 80-year-old woman burdened by work stress, longing to escape her present situation and return to a simpler time. While the plot is still unfolding, the protagonist’s emotional struggles have resonated with many working women, sparking heartfelt reactions. In a fast-paced world filled with challenges, Inner Shine continues to offer a meaningful and empowering voice.