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Li Ning, a well-known domestic clothing brand and a leading name in the sportswear industry, has long adhered to international standards, making it one of the most respected names in China's fashion scene. As a top-tier sports brand, Li Ning has consistently demonstrated strong market performance, even during economic downturns. In 2010, Li Ning made a strategic move by entering the children’s wear market through a partnership with Parkland Empire, a company that has established itself as a professional leader in the children’s clothing sector for over a decade.
This collaboration marked a significant milestone in the children’s fashion industry, as it combined Li Ning’s deep expertise in sports apparel with Parkland’s extensive experience in child-centric design and marketing. According to Patrick Crane, Vice President of Marketing at Parkland, the partnership was not just a business decision but a mutual commitment driven by shared values and vision. "Cooperation is like a marriage," he said, emphasizing that both companies brought unique strengths to the table — Li Ning’s athletic heritage and Parkland’s deep understanding of the children’s market.
The launch of Li Ning Children’s Wear in the first quarter of 2010 was met with great enthusiasm. Retailers, franchisees, and even sports brand dealers showed strong interest, indicating a growing demand for high-quality, affordable children’s sportswear. With an expanding network across more than 200 cities and plans to enter international markets, Parkland has proven its ability to scale and innovate. This partnership allowed Li Ning to tap into this expertise while leveraging its own brand equity.
One of the key differentiators of Li Ning Children’s Wear is its focus on safety, comfort, and development. Unlike general sportswear, children’s clothing must accommodate growth, flexibility, and movement throughout the day. The design team has taken these factors into account, incorporating features such as arch-supporting structures and breathable, quick-drying fabrics. Additionally, the soles of the shoes are designed to be both flexible and firm, ensuring protection without compromising mobility.
To further enhance the brand’s appeal, Li Ning has invited a renowned Japanese designer to lead the creative direction. This strategic move aims to bring fresh perspectives and global aesthetics to the children’s wear line. As Lv Zhiyong, a senior executive from Parkland, explained, “Li Ning Children’s Wear will be more relatable than foreign brands. We’re designing for the kids around us, telling stories that resonate with local families.â€
Looking ahead, the brand is set to expand its retail presence significantly. With a focus on professional sports and child-friendly design, Li Ning Children’s Wear is positioned to capture a growing market segment. As Lv Zhiyong put it, “Li Ning’s position in the Chinese sports market is undeniable. Our vision for children’s wear is limitless.†With a slogan of “Everything is Possible,†Li Ning continues to inspire and innovate, bringing the Chinese dream to life through every piece of clothing it creates.