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Case Study

Li-Ning

Jimmy Butler slam dunks for Li-Ning’s basketball gear

  • ServiceStrategic Communications
  • SectorConsumer Goods & Retail
  • OfficeH&K China, H&K Global
  • Capability

    Creative Strategy, Content & Publishing Strategy, Media Relations

The popular sportswear company Li-Ning is renowned across China for its quality products catering to runners, table tennis players and more. To create fame for Li-Ning’s professional basketball gear, the company needed a strategic brand sponsor to share its commitment to the sport.

Helping local communities believe "Anything is Possible"

Leveraging its core message, “Anything is Possible,” Li-Ning partnered with NBA star, Jimmy Butler, who toured China showcasing Li-Ning’s apparel. H&K worked with Li-Ning to develop a communications strategy for the tour, including reaching out to we-media with bespoke content, delivering key messaging and managing digital content. This was bolstered by community outreach, so local players and fans had an in-person opportunity to deepen their connection with the brand.

Butler's tour successfully generated online attention with the official #JimmyButlerChinaTour reaching over 270 million individuals on Weibo and securing more than 370 million impressions on the short-form video app Douyin. Butler was also the first NBA player to visit the VBA (Village Basketball Association), a rural basketball league in China organized by farmers.

The tour, and Butler’s visit to the league, helped local communities connect with the Li-Ning brand, including basketball gear, and believe that Anything is Possible.

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    Weibo reach

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    Impressions on Douyin

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