Li-Ning officially announced the renewal of its global endorsement deal with brand ambassador Xiao Zhan yesterday. The renewal marks the fifth year of collaboration since the two parties first signed on March 26, 2021. Xiao rose to fame following his breakout role in The Untamed (2019). Since partnering with Xiao, Li-Ning has launched multiple co-branded product lines, each of which has sparked strong consumer demand. Under the renewed agreement, Xiao has been elevated from Global Ambassador for Li-Ning Sports Fashion to Global Brand Ambassador. Xiao has 32.82 million followers on Weibo.