If you just have the product without the branding, it's like having a car without the gas -- it wouldn't run," said George Lu, CEO of Digital Li-Ning and a Chicago technology entrepreneur who's also chairman of Acquity Group. The independent digital marketing agency sealed a joint-venture with Li-Ning a year ago to form Digital Li-Ning, with a $10 million startup investment. The international e-commerce site will initially focus on the U.S.