Winter 2021 Ad Campaign

Li-Ning Winter 2021 Ad Campaign by Photographer/Art Director Davit Giorgadze with models Marisha Urushadze, Timothy Hagius, June, Kwaku Broni, and Moustapha

Li-Ning’s Autumn Winter 2021 collection examines the processes behind decay and de/reconstruction, art’s healing power, and the birth and death of distinct, creative eras. True to its own aesthetic and surveying its own design archive in the process Li-Ning expresses these themes in ways both overt and subtle, imagining apparel and footwear silhouettes that not only revisit but also remodel, remix, recreate and reshape the past and subsequently, the future of Li-Ning.

The collection mixes references from classical Chinese garment design and modern pop-culture moments to multiple revolutionary creative movements of the past fifty years. Elements clash as street culture, Chinese mythology, and Western design history, 70s Punk, and 80s New Wave are collaged into pieces that are wholly new. Yet rather than being lost or obscured, these disparate references remain in constant dialog with one another.

The accompanying communication campaign is inspired by Mr. Li-Ning himself and by the era in which he was starting out as an athlete, with references taken from old imagery from the Olympics press archives. With the campaign, Li-Ning creates a timeless, always relevant, and effortless look supported by a cast celebrating different types of beauties from different eras.

In terms of footwear, this season’s collection traverses hyper-modern terrain. The result is a series of progressive designs that meld street, fashion, and performance. Born from the Titan series of outdoor-inspired silhouettes, the new, essential Titan Boot unites trail and runway and introduces an imaginative “shoe within a shoe” design concept. Its rugged leather uppers contrast with a midsole comprised of Li- Ning’s advanced BOOM cushioning technology—for prime comfort and support. Equipped with a host of trek-inspired details, the all-new X-Claw Ace is derived from Li-Ning ́s iconic running silhouette, the X-Claw: a hiking-rooted lacing system; a rugged lug sole and the inclusion of durable rubber. With an architecturally sculpted bottom portion the new Yun You model shows a breathable self-adapting knit upper and a quick- open magnetic buckle. Due to the Boom Technology platform for the midsole, you can walk softly and swiftly.

Looking to the origins of Li-Ning ́s wildly popular Furious Rider Ace Series, the Furious Rider Ace 2 harkens back to the AW21 season ́s overreaching theme of craftmanship and “rebirth through repair” with an upper, punctuated by a “repair” panel held to the shoe through a series of cords laced to a number of metal cords. The Super Light Ace is another reprisal from the Li Ning archives. For Autumn/Winter 2021, it is reimagined in a premium execution, complete with mixed media, leather-and-suede uppers and a retro- feeling, exaggerated rubber tread sole.

Photographer/Art Director | Davit Giorgadze
Models | Marisha Urushadze, Timothy Hagius, June, Kwaku Broni, and Moustapha
Stylist | Christian Stemmler