LI-NING SUMMER 2022 CAMPAIGN

Li-Ning’s Summer 2022 campaign features a collection devoted to many of the brand’s long-standing pillars: movement, adventure, extreme sports, and explorations of the great outdoors. This return to Li-Ning’s original elements yields a joyous collection of oversize genderless separates in hyper-bright “off” colors; accented with rare, exaggerated, tactical details; and comprised of Li-Ning’s most progressive technical fabrics.

Summer 2022, an extreme, all-terrain experience in which anything goes, from rock climbing, biking, and hiking to motocross and white-water rafting. Reference is repeatedly made to Li-Ning’s audacious design DNA and its history of deliberately clashing colourways as well as relaxed, exaggerated, loose silhouettes — ones that provide extra utility. Hard-working, wet-dry, reversible outerwear makes for a strongly functional play. Footwear sees the launch of multiple new or adapted styles in elegant, restrained color palettes.

The campaign’s video and still imagery were developed on a road trip through California. The cast of four is leaving Los Angeles towards the Santa Monica Mountains, Malibu and beyond, supporting the outdoor feel of the collection, which amalgamates various extreme sports references including rafting, rock climbing and moto cross. The visuals use extreme angles as well as camera lenses to distort the imagery and videography, creating extreme, colorful pictures with a sense of fun. The road trip concept incorporates the collection’s motocross references, suggesting a sense of journey and discovery. 

In addition, supporting lookbook images are included. These studio shots continue to tell the extreme seasonal story but this time done in a clean, modern and effortless way.

The Summer 2022 collection will arrive in select stores in the coming weeks.