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Case Study


Li-Ning redefines Rich Everyday

  • ServiceStrategic Communications
  • SectorConsumer Goods & Retail
  • Capability

    Creative Strategy, Media Relations, Content & Publishing Strategy

Every Chinese New Year, Li-Ning releases a capsule collection, Rich Everyday, featuring exclusive clothing and shoes in celebration of the festival.

Expanding the meaning of Rich Everyday

To create news around what had become an annual event, cut through at a competitive communications moment and create a connection with Li-Ning, H&K developed a fresh approach to presenting the Rich Everyday collection. Expanding the definition of ”rich” from expensive to meaningful, H&K collected content from people across China who shared their personal definition of what it means to be “Rich Everyday.” The team then collaborated with a range of media and influencers to share these stories more broadly, starting a conversation about what it means to be Rich Everyday in popular culture.

Li-Ning was featured in 20,000 pieces of content across WeChat, Weibo and Xiaohongshu, including several articles that independently surpassed 100,000 views, and cut through as a leading brand voice during the crowded Chinese New Year period.

Related Services and Sectors

Strategic Communications

Today’s businesses turn to H&K for strategic communications that ignite big ideas and transformative approaches. Our breadth of expertise and depth of knowledge enables clients to create breakthrough opportunities and address emerging risks.


Consumer Goods & Retail

Today’s consumers express themselves through what – and where – they buy. So, creating connection is more than a marketing tactic, it’s a business imperative. H&K designs world-class campaigns that turn everyday products into world-famous brands.