When asked why this initial investment in the US failed, Craig Heisner, vice-president of digital operations, explains: "I don't think the original plan adequately presented the heritage of LiNingas a major Chinese brand founded by a famous Olympian who rose to the top".
LiNing has been facing a number of headwinds that includes growing competition from domestic rivals, such as Anta and Peak, as well as shrinking profit margins.