Chinese sportswear brand Li-Ning has become an official partner of the eSports club, Edward Gaming’s League of Legends team for the 2018 League of Legends World Championship. 

Li-Ning announced this news on Weibo on October 10 with EDG sharing the post very soon afterwards. 

The 2018 League of Legends World Championship is taking place in four cities in South Korea from October 1 to November 3. 

This partnership can be understood as Li-Ning’s effort in giving the brand a youthful image and connecting with the young generation. The brand was invited to participate in the 2018 Paris Fashion Week in June and received praise for its retro-inspired yet forward-thinking menswear collection based on the theme “中国李宁” (China Li-Ning). 

EDG are one of three Chinese eSports clubs that are competing in the 2018 LPL World Championships, alongside iG and RNG. 

Reference: Li-Ning Weibo  

Proofread by Raymond Fitzpatrick