Background:
Paris 2024 marked a symbolic Olympic year for Li-Ning. Forty years after Li Ning’s legendary performance at the 1984 Los Angeles Olympics, the brand wanted to revisit the spirit that defined a generation, while reintroducing it to today’s younger audience in a way that feels relevant, emotional, and forward-looking.
 

Creative Idea:
Using AI-driven digital reconstruction and archival data, Li-Ning digitally restored the 1984 Olympic version of Li Ning and created a fictional yet emotionally real conversation between the past and the present. Through an AI-powered, real-time narrative experience spanning film and live-streamed moments, the two Li Nings meet across time, reflecting on belief, challenge, and the enduring Olympic spirit. The campaign transformed sports history into a living dialogue of sportsmanship, rekindling national pride and inspiring a new generation of athletes.