The oldest of the post-90s generation are now in their early twenties, thus too young to have witnessed the triumph of the gymnast Li Ning at the 1984 Summer Olympics in Los Angeles, the first Olympiad that modern China participated in.
His three gold medals, two silvers and one bronze still resonate with the thirty- and forty-something crowd. For them, the Li Ning brand is proud, patriotic and nationalistic. Hardly surprisingly, their kids see Li Ning as dad's brand.
"That isn't healthy, and we wanted to skew it back to the 20-year-olds – kids born in the nineties and now university age," explained Wong.
So last July Li Ning unveiled a new slogan, 'Make a Change', replacing former battle cry, 'Anything is possible'. (To Western eyes, the old tagline appeared remarkably similar to Adidas' 'Impossible is nothing', though Li Ning insists its slogan came first. Li Ning's logo was also criticised as eerily similar to Nike's swoosh.)