Chinese sportswear brand Li-Ning has launched its first global Loong Store flagship at Beijing’s Sanlitun Taikoo Li, alongside the debut of its new premium Glory Gold Label collection. Olympic champions Ma Long and Liu Shiwen attended the launch event. The store is themed around the Chinese dragon (Loong) and centers on three concepts: Podium Moment, Competition Moment, and Life Moment, creating an immersive retail environment. The Glory Gold Label line integrates the Chinese Olympic Committee’s commercial emblem with Li-Ning’s logo. The apparel draws inspiration from Beijing’s National Speed Skating Oval, while footwear features two series — Ultra and Journey — incorporating proprietary cushioning and Vibram outsoles. This move highlights Li-Ning’s strategy to elevate its brand through high-end products.