Li-Ning’s top position in the sporting gear market began to shift when a change in Chinese trade policy allowed international brands such as Nike and Adidas into the country. Li-Ning needed help to understand its target consumer, to redefine its brand promise, and to design a retail experience relevant to a new generation in China. The Li-Ning brand identity and retail design integrate brand story, merchandise, and store layout into a holistic brand retail experience. It shifts Li-Ning’s role from “fast follower” of Western competitors to authentic Chinese brand by bringing a consistent brand message through its new retail design and brand identity. This work has been honored in IDEA 2010 and AIGA Annual Design Competition 2010.