How Li-Ning CF used Xiaohongshu routes and UGC to seed its outdoor range

The campaign paired the 万龙甲冲锋衣 (Wanlongjia, or Myriad Dragon Armor, hardshell jacket) with outdoor footwear including 行山3LITE (Xingshan 3 LITE). Creators used official outdoor route guides and real hiking or cycling scenes to present windproof, waterproof and moisture-permeable performance, including a 20000+ hydrostatic-pressure rating and PU high-permeability membrane. The Tang-dynasty 明光铠 (Mingguang armor) reference anchored the Eastern design story, while “晒出你的户外人生照” (Share a Photo of Your Outdoor Life) invited users to turn their own outdoor experiences into challenge entries under “寻找万龙甲野生代言人” (Searching for Unofficial Wanlongjia Ambassadors).

The audience was young city dwellers, particularly urban professional women and Gen Z students, interested in hiking, relaxed self-care, Chinese design and functional styling. There was no discount. Participation instead carried a chance to win a limited-edition 万龙甲 PRO (Wanlongjia PRO), linking the Year of the Dragon design theme and “走向户外、治愈自我” (Go Outdoors and Heal Yourself) narrative to a concrete reason to contribute.