SINGAPORE - On the back of the launch of its first flagship store in the city-state, leading Chinese sports brand Li Ning has launched a brand awareness drive in Singapore.

Li Ning has partnered JCDecaux to launch a four-week out-of-home campaign on cinema screens across five Cathay cineplexes as well as on buses.
 
The sports brand opened its first themed flagship store outside China at the newly open ION Orchard last month and the campaign is aimed at building awareness among local Singaporeans and brand presence in the Lion City and around the region.
 
The campaign also promotes the brand’s badminton equipment and is targeted at local PMEBs and consumers aged 15 to 40. As well as a 30-second ad on the cinema screens, video walls and plasma screens found within these cineplexes will also carry promotions.
 
Li Ning is also the official team sponsor of the Singapore national badminton team.
 
For more on Asia’s sportswear market, see the current MediaTV series ‘The Olympic effect’, including interviews with Li Ning's agency Leo burnett, Reebok and adidas.