On December 14, 2025, LI NING (02331) inaugurated its global flagship "Loong Store" at Beijing's landmark Sanlitun Taikoo Li shopping district under the theme "Dragon Glory Begins," simultaneously debuting its premium Glory Gold Label product line. Olympic table tennis champions and brand ambassadors Ma Long and Liu Shiwen showcased the new collection, joined by LI NING Group executives and Sanlitun Taikoo Li management at the launch ceremony.
The Loong Store represents LI NING's innovative retail concept integrating product experience, emotional resonance, and cultural exchange. Named after the dragon—a millennia-old Chinese cultural symbol and signature design element for LI NING since its 2000 Sydney Olympics "CHINA Dragon" podium outfits—the store celebrates the brand's seven consecutive Olympic "dragon jersey" designs for China's national table tennis team. Organized around three themes—"Podium Moments," "Competition Moments," and "Life Moments"—the space offers immersive experiences blending sports heritage, cultural pride, and cutting-edge athletic technology.
The Glory Gold Label collection embodies competitive spirit translated for everyday life, combining LI NING's performance technologies with minimalist aesthetics for versatile urban wear across work, travel, and light sports. A historic first sees the Chinese Olympic Committee's commercial emblem paired with LI NING's logo on these products.
Key highlights include: - Apparel drawing inspiration from Beijing's National Speed Skating Oval, featuring ergonomic cuts with lightweight, pressure-relieving materials - Footwear in signature black-gold/white-gold schemes symbolizing athletic perseverance, including: * "Super" series adapting LI NING's racing technologies for commuting, inspired by founder Li Ning's 2008 Olympic cauldron-lighting shoes * "Journey" mountain-style designs with Vibram wet-grip soles and weather-resistant uppers * Limited-edition versions of professional models like the Flyer 6 Elite
Ma Long and Liu Shiwen demonstrated the collection's multifunctional appeal during the opening, where they activated a dragon art installation through playful table tennis. This dual launch of flagship retail and premium product lines marks a strategic expansion for LI NING beyond its core sports categories (running, basketball, badminton, etc.), broadening consumer reach while reinforcing its sports-culture ethos.