SHANGHAI - Global marketing technology company EternityX has officially announced a strategic partnership with LI-NING 1990, the premium golf brand under the LI-NING Group, naming EternityX as its integrated marketing and communications partner for 2026.
The collaboration aims to merge LI-NING 1990’s professional sporting heritage with a contemporary, premium lifestyle aesthetic. By leveraging data-driven, precision digital strategies, the initiative seeks to expand the golf brand’s footprint beyond core athletic circles and tap into China's rapidly growing high-net-worth consumer segment.
The core narrative of the campaign centers on a unique intersection of sport and culture. The partnership looks to connect the discipline, etiquette, and adaptability of golf with traditional Eastern values of harmony, composure, and self-mastery.
EternityX plans to implement full-portfolio communication optimization across LI-NING 1990’s golf lines, which include both the PRO Elite Series and the CLUB Series. The strategy focuses on converting short-term market momentum into long-term brand equity by balancing technical product performance with luxury lifestyle appeal.
Leadership from EternityX highlighted that the partnership is built on driving cultural relevance rather than just scaling mass visibility.
"Professionalism is only the starting point — true brand influence is ultimately defined by cultural relevance and emotional connection," said Charlene Ree, Founder and CEO of EternityX. "Premium marketing is not about scale alone; it is about creating narratives that resonate deeply with products, people, and culture. EternityX will help LI-NING 1990 articulate a complete and compelling brand story."
Deric Wong, Global Chief Commercial Officer of EternityX, emphasized the cross-border capabilities and audience insights driving this launch:
"Whether helping international brands unlock growth opportunities in China or enabling Chinese brands to establish stronger cultural recognition and community affinity, we have developed proven pathways and mature expertise. By integrating the discipline of golf with the adaptability of Eastern strategic thinking, we aim to build a sustainable and differentiated brand growth engine."
Richard Zou, General Manager of China at EternityX, noted a shifting paradigm among modern Chinese consumers:
"Consumers today are no longer satisfied with imported luxury narratives alone — they increasingly seek brands that authentically reflect Eastern aesthetics, values, and cultural confidence. Our partnership with LI-NING 1990 represents more than a convergence of digital marketing and brand storytelling; it is a meaningful step toward elevating Chinese brands on the global premium stage."
LI-NING 1990: Originating from the LI-NING Golf Division established in 2000, the brand officially launched as an independent premium entity in 2021. Its brand identity and logo are inspired by the "LI-NING Cross" pommel horse movement, reinterpreted to symbolize core golf techniques: the low cut, high cut, and putt.
EternityX Marketing Technology: An AI-powered marketing platform utilizing its proprietary solutions (PilotX, NaviX, and MediaX) to connect brands with precise target audiences. To date, the company has executed over 12,000 cross-border campaigns for more than 1,000 global brands.
