Li-Ning Sports ties effort to Olympics

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[Beijing] China's largest sportswear marketer, Li-Ning Sports Good Co., is leveraging its link to the Olympic Games with a TV and print campaign running in China from late July through the end of the Olympics. The namesake and founder of one of China's most prominent brands, Li Ning, is a world-class gymnast. The 45-second slow-motion spot, created by Publicis Groupe's Leo Burnett Worldwide, features five members of China's Olympic team, a roaring crowd and the tagline, "We share the same dream, because we are all `Made in China'."

"With high hopes for our national team in Athens this year, the 2008 Olympics coming to Beijing, and Mr. Li's own Olympic heritage, the time feels very right to launch this campaign," said Abel Wu, Li-Ning's marketing director.