Athletics ascendant of Li-Ning in sports fashion

Witness the rise of Li-Ning as it skyrockets in the world of sports fashion

It's not just for sport anymore. At the recent New York and Paris Fashion Weeks, Chinese sportswear brand Li-Ning unveiled athleisure-influenced collections, marking its impressive foray into the high-fashion industry. And with an innate ability to influence fashion trends, supermodel Bella Hadid (right) donned a white T-shirt with an eye-catching picture of the company's eponymous founder in Paris. "We do not have any co-operation with her; she just likes our product and feels happy to wear it," says Hong Yuru, the vice-president of Li-Ning.

Founded in 1990 by Li Ning, the successful businessman and famed gymnastics world champion (who won six Olympic medals), this Beijing-based brand has enjoyed a leading role in the Chinese sports field for many years. However, since the New York show in February, Li-Ning has shifted its focus towards the world of style.