We’ve covered previous marketing efforts from China’s leading sportswear and shoe company Li Ning, who seems to be willing to push the envelope in terms of innovative ways to reach the local youth market. The company recently released an eco-friendly shoe called the “Green 001″ for the Spring 2009 line. The shoe is constructed from eco-friendly materials, including ample use of hemp. In their marketing campaign (see above poster), Li Ning is promoting a simple theme: “Environmental Protection = Trendy.”
Interestingly, the tongue of the shoe is embroidered with the image of Wangari Muta Maathai, founder of the Green Belt Movement and the first environmentalist to win the Nobel Peace Prize. The slogan written on the outside of the shoebox is “ONLY ONE” along with an image of the Earth.
