Post 33/40 - Li-Ning 'Basketball'
2011. Out of the blue, we got a call one day from China. From the brand team at Li-Ning, the domestic sports brand that was No 3 behind Nike and adidas in the biggest market in the world. It was an exciting ride and this spot should have been the start of a notable campaign.
Instead, politics inside the company made it difficult for us to help the brand. But we fell in love with China and opened an office in Shanghai a few years later. Good things can happen out of not-so-good situations.
Client: Li-Ning | Title: ‘Basketball’ | Office: London