Li-Ning, the leading Chinese sports brand, has just begun a test in the outdoor sector by launching its own line of outdoor products, called Li-Ning Adventure. In late October, the first Li-Ning Adventure single-brand store dedicated to the new offer was opened at the group's headquarters in Beijing. The selling surface is 150 square meters and the shop design is based on the use of bamboo. The logo of Li-Ning Adventure is basically the same as that of Li Ning Company's main brand, but the color – corresponding to bamboo – is green. Li-Ning Adventure operates as a license granted by Li Ning to another Chinese firm specializing in outdoor products, Tianjing Yuehaotuo (more in The Outdoor Industry Compass).

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