LI-NING / Outdoor Marketing Case Study
#MyWayMyFlow: Redefining Outdoor Culture.
The Brief & Challenge
The modern Chinese outdoor consumer demands a flawless blend of professional-grade fabrics, a deep connection with nature, and versatile styling scenarios. For its 2025 SS "Counter Flow" (CF 溯) collection, China's premier sportswear giant LI-NING needed to break through the highly competitive Gorpcore market. The core challenge was to synergize two distinct product lines—footwear and apparel—into a cohesive, culturally resonant narrative that empowered the new generation of outdoor explorers.
Client
LI-NING (Counter Flow)
Services Provided
- Integrated Campaign Strategy
- Cross-Category Bundling
- KOL & Celebrity Matrix
- Video Production (Attitude Films)
"We didn't just market outdoor gear; we ignited the 'Counterflow Spirit', empowering a new generation to step out and explore their true selves."
The Strategic Approach
Cross-Category Synergy & Cultural Resonance
To cut through the noise, LEAP engineered a "1+1 Bundled Marketing" model (以鞋养服，以服赋鞋). We strategically paired the highly functional "Ultralight" jackets with the terrain-versatile "Xingchuan" footwear series. Instead of isolating the products, we framed the entire collection as the ultimate solution for "Power-Walking" (暴走) and trendy outdoor exploration, perfectly marrying hardcore functionality with street-level trendiness.
Simultaneously, we elevated the product launch into a cultural movement under the banner of #MyWayMyFlow (#我行我溯). By collaborating with an elite matrix of KOLs, celebrities, and industry pioneers, we produced over 10 high-impact attitude short films. These authentic visual stories beautifully encapsulated the "Counterflow Spirit" (溯人精神), deeply connecting with consumers' desire for freedom, nature, and self-expression.
Embracing The Counterflow Spirit
Strategic Methodology
Category Symbiosis
Structuring a symbiotic 1+1 marketing loop where highly-reviewed footwear drives apparel awareness and vice versa.
Cultural Resonance
Coining the #MyWayMyFlow hashtag to perfectly align with Gen-Z's deep desire for self-expression and nature exploration.
Elite Endorsement Matrix
Leveraging 10+ influential voices and high-quality short films to authentically penetrate the core outdoor community.
The Strategic Impact
40%
YoY Social Exposure
Massive surge across major digital platforms
18%
Community Recognition
Solidified authority within professional outdoor circles
Surge
Omnichannel Sales Growth
Significant conversion driven by the 1+1 bundling strategy
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