Li-Ning redefines Rich Everyday
- ServiceStrategic Communications
- SectorConsumer Goods & Retail
- OfficeH&K China, H&K Global
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.