LI NING | GO OFF LIMITS
Brand strategy for Li Ning tackles the challenge of introducing a Chinese sports giant to the European market. Recognizing that performance alone is insufficient to build trust with Gen Z the strategy shifts focus from traditional advertising to cultural relevance. The goal was to bridge the cultural distance by creating a narrative that resonates with European youth positioning Li Ning as a confident platform for self expression and connection. The creative response is Redline a concept encapsulated by the rebellious slogan Go Off Limits. At its core is an immersive live event designed to blur the boundaries between a sports tournament and an underground rave. Built on the principle of Active Not Passive the experience invites the audience to interactive courts where rules shift to the beat of the music transforming spectators into active participants. Interdisciplinary Practical Project | 2026 | Brand University of Applied Sciences