CHINA RISING (Part1)

I remember a time when buying 'china' made sneakers was a taboo, and if you didn't wear Nike or Adidas to the court, you sucked,...unless of course you were 5'5, had iverson's handle and could shoot like Jordan, (ME!!!) but I digress. At a time Chinese athletic products were seen as substandard and poor quality, even though 4 out of 5 consumer products bear the 'made in china' mark.

In recent times however, there seems to be a rise of chinese brands within the sporting goods industry, i mean it only makes sense if you've been making them for donkey years, that you should have effective indigenous brands that can favourably (try to) compete with the nikes, jordans and adidas's of this world.
One of such brands would be 'Li-Ning'

Described as the fastest growing shoe company in China, Li Ning is one of the leading sports brand companies in the country, mainly providing sporting goods including footwear, apparel, equipment and accessories for professional and leisure purposes.

The Chinese apparel company has been available in the U.S. for the past five years, mostly in the fashion sneaker industry. Li-Ning has built its reputation as the leading provider for international table tennis and badminton apparel since they were founded in 1990.

The brand sponsors a number of athletes from various sports internationally. It may interest you to know that Li-Ning has also represented NBA super star  Shaquille O'Neal (from 2006 to 2010) and currently have Baron Davis on there roster, along with yet another rising star in the NBA Evan Turner.

The Big Shaq promoting his signature shoes by Li Ning

Baron Davis signature Li Nings.

Baron Davis's signature shoes and logo

Evan Turner's Signature shoes

Though they've been around for a while its obvious Li Ning are out to make there presence felt with the recent signing of  former jordan brand member Dwayne wade in a 10 year, 100 million dollar deal. The Wade deal has created not just signature shoes but a signature brand called the 'Way of Wade'.  This move came after wade's 3 years with Jordan. Li Ning were able to realise the opportunity to recreate what Nike were able to do with Michael Jordan years ago and are trying there hands at it with Mr.Wade.

MJ and D.wade in a back to back pose promoting the first fly wade sneakers under the jordan brand

The second flywade sneakers

The Brand has chosen to craft a stylish, urban sub brand in way of wade that is both brash and audacious, similar to Wade's style of play. Visually Bold and daring patterns and colourways seem to be the staple of the signature shoes and apparel. I'm guessing this is in a bid to be different within and already saturated market. The shoes are said to be leather based as opposed to the synthetic trend that prevails with its competitors. 

D.Wade with his flagship release "way of wade"

To keep up with its stylish urban persona, the Chicago PE edition pictured below was released paying tribute to the athletes home town. Some notable features of the design include the Chicago skyline seen on the outsole as well as the lyrics from another native son of Chicago, Kanye West "I'm so CHI (pronounced shy), you thought I was bashful."

the way of wade Chicago PE edition

the way of wade Chicago PE edition showing the Chicago skyline imprinted in the outsole

To keep relevant and stay pushing the envelope, the way of wade 2.0 was released recently. The boldness of the patterns and packaging of the product show its stand out quality. Strong lines and fearless use of patterns and shapes add to the uniqueness of the brand something that is not particularly easy to do. The good thing about it is the fact that the marketing of the brand appeals not only to performance conscious athlete consumers but also the trendy fashion savvy group that are always looking out for the next big thing.

Way of wade 2.0 (the packaging of the shoes is AWESOME!!!!!)

promotional graffiti for the way of wade brand campaign, carrying through with the flashy urban theme

The images speak for themselves, from the boldness in design to the quality of manufacturing, Li Ning is fast proving itself to be a formidable upstart within the industry. The brand may not be doing Nike numbers in terms of sales in the US and World Wide but they are certainly well on their way there, positioning themselves along with brand wade as not just sports brands but lifestyle brands, something the giants of the industry have come to perfect all to well. Plus it does help that the above pictured way of wade 2.0 sold out within 60 minutes of its release on wayofwade.com.

END OF PART 1.

For more images and info check out sole collector and nicekicks.