Li-Ning's Cupping Therapy Campaign: Branding Through Athlete Wellness
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Li-Ning leveraged cupping therapy's 3,000-year heritage to rebrand athlete wellness, using visible dark circles as a visual storytelling tool. By integrating the practice into their sports program, the brand transformed the marks into a narrative of strength and resilience. The campaign successfully aligned athletic performance with cultural symbolism, enhancing brand identity through a unique, culturally resonant approach.
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Original write-up, full visuals, full context.
Published around:
April 15, 2020
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Added to Agency Inside:
March 26, 2026
