At the Paris fashion gala in June, elements such as the Chinese characters for "China Li-Ning" and "gymnastics", as well as the English slogan "Leaning on Li-Ning", caught the public's eye. Since these events, consumers in China and beyond have shown even more enthusiasm towards the brand. "This time, there is a new trend – many rich Chinese people are buying our products for their kids living overseas, which is a reverse of the past," says Hong. "We are happy that as a Chinese brand, Li-Ning can make Chinese people proud and confident. And it's really interesting that even during the hot days of summer, the thick hoodies from this collection can't even keep up with the demand."

The fashionable vintage-influenced design is quite a departure from Li-Ning's previous products and the new image has proven to be a big surprise for many. "Designers this time around are all from the Li-Ning company; we didn't co-operate with outside designers," says Hong. "We have our own fostering system and the ability was there already. These two Fashion Weeks were a great chance to change people's impressions of Li-Ning."