The China Daily of 17 october tells us that Warrior, the sports shoes brand in China, has opened a flagship store in Shanghai – on the site of its former factory. A short review of the history of the brand:
- Creation of the brand in 1935 in Shanghai under the Chinese name, "Li Hui (回 力)" - a brand of sports shoes, adopted at that time by all Chinese athletes.
- From the 60s, these shoes became a "must" in China ... the "cult" trademark of the middle class and elite.
- With the arrival of international brands, it "slipped" to the popular classes: Warrior then became the people's brand...
- Recently made fashionable in the USA by young fashion designers such as Andrew Buckler, it is back in force in China.
The redevelopment of this brand again shows that the Chinese play on both their history and "guohuo" - or the search for domestic products - to revive the brands with a genuine image. Warrior here takes its place with Lining – a sportswear brand created by the first Chinese gold medallist at the Olympics. This strategy reflects the determination of the Chinese government to see 50 Chinese companies making it to the Fortune 500 list by 2020.