Chinese sportswear giant Li-Ning is facing a public backlash and a wave of product returns after young diving sensation Quan Hongchan was placed on the sidelines rather than at the centre of a recent group photograph.
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The positioning row has sparked accusations of opportunism, with critics accusing the brand of initially capitalising on Quan’s popularity for marketing purposes, but sidelining her after she lost to Chen Yuxi, her teammate and rival.
Quan has a massive fan base both in China and overseas.
The controversy arose during an event on May 6, co-hosted by the Chinese Olympic Committee and the Li-Ning brand, at the General Administration of Sport of China in Beijing.
The event announced Li-Ning as the official sportswear partner of the Chinese Olympic Committee from 2025 to 2028, making it the sportswear provider for China’s Olympic delegation over the next four years, including the 2028 Los Angeles Olympics.
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