After "Thorough Destruction", Lining's Running Shoes Were Re Enacted Many Times After 28 Years.

After 28 years of birth, "Lining 001" also showed the latest engraving in Paris fashion week.

Lining, manager of clothing design product of Stanley, stressed that the 2020 spring summer series of this exhibition hopes to embody "traceability" and "integration". In fact, after reading Lining's brand history, these "Lining 001" figures often appear on every important time node. Looking for the "source" of Lining footwear products, "Lining 001" is probably the best guide.

13 years ago, in March 18, 2006, the Li Ning Co launched the first two limited edition shoes in the history of Chinese sports brand, the Lining 001 Collector's edition, which limited the sale of 999 pairs nationwide, and innovatively adopted the mode of queuing ahead of time. This limited number of sneakers caused a sensation in the crowd of fans. According to the reports, even a fanatical Lining fan came to the scene at 5 a.m. On sale, Lining's designer team tells 001 stories of past lives.

According to the argument at that time, the first footwear product of Li Ning Co was born in May 1991, and the appearance of the line is round and white and the bright orange green is embellished. However, this high quality running shoes were found to have serious quality problems before being sold on the market, and the glue process deviation in the foundry production led to partial degumming. Under the strong insistence of Lining himself, this group of old age shoes with a market value of 200 thousand has been officially destroyed.

This story almost appeared in all media reports about "Lining 001 Collector's Edition" in 2006, and extracted Lining's "virtues" such as "self strengthening" and "integrity". The batted shoes were named "001" because of the number of the goods (for the convenience of distinction, 001 of 1991 was called "001 OG"), and the "Lining 001" known as the "beautiful mountains and rivers," "Lei Feng" and so on, became the casual shoes with the inspiration of 001 OG design language.

In 2005, Li Ning Co celebrated its 15th anniversary birthday. In the activities organized by the biggest footwear forum at the time, "I am crazy for shoes", Lining displayed the important products in the history of the brand, including a duplicate version of the 001 OG. Due to the complete destruction of products in 1991 and the loss of manuscript drawings, there is only a 45 degree tilt angle poster on the whole Li Ning Co's 001 OG data. Based on this poster, the designer roughly engraved the 001 OG of the first year, but inevitably lost some details of the dead corner because of the blocking of his hands. Before the exhibition, the staff even manually put the new double shoe, "old", and eventually wear out in the glass cabinet. Many people mistakenly believe that this is the true first year of 1991.

In 2010, on the occasion of the 20 birthday of the company, Lining once again traced back to the source and opened a large-scale re engraving of classic footwear, which was re enacted and sold on the basis of 05 OG 001 edition. 001 the story that OG has been destroyed completely has become a part of Lining's brand image. It is deeply carved in the minds of many shoe lovers. Until today, whenever we mention the interesting stories of Li Ning Co, we can't help pulling this story out.

In 2018, Lining launched the "001 departure" shoes with 001 OG as the prototype and the 1996 Atlanta Olympic Games award shoes "sword dragon" and the 2004 Olympic Games Paris award winning shoes "Aurora" as the inspiration, and extended the "001 family" series in the fashion week of Paris. There is a sentence printed on the shoembox of the 001 family series: The Legend Begins, it is the beginning of all dreams. In the publicity, Lining once again used 001 OG has not had the opportunity to enter the market of regret story for the 001 family add legendary color.

Who could have foreseen that the story Lining told for more than a decade will be challenged in 2019.

At the beginning of 2019, Lining, the collector of shoes, Andy (Wang Yiran) published an article on micro-blog, revealing that he got a pair of real 1991 001 OG from a lady from Jilin, which made Lining a bit embarrassed for more than a decade.

From the photos, the true first year version of the whole shoe type is more plump and full than the two generation, and the color is still bright after years of grinding. According to the original owner of the sneakers, the 001 OG for the first year of the year was purchased at the local shopping center at a price of more than 50 yuan. If the original owner's statement is true, it can be seen that the shoes of the first year of the year were not completely destroyed, and some of them were imported into the market through regular channels. The well preserved 001 OG further verified that the reference point of the 2005 and 2010 editions was indeed the only 45 degree posters, and the design of the blocked heel blue fabric design was first shown. The bottom of the whole pair of shoes is not showing off. Combined with the "glue quality problem" mentioned in Lining's story, it may be that the pattern of the side dot splashing ink is easy to fall off.

The poster with a tongue with a yellow tongue is only shown in the posters reserved, while the 37 year old woman's 001 OG tongue in the first year is Lining. Unlike the re engraving version, the first year's shoelace hole is designed with two holes, which provides the wearer with a self-adjusting choice. Although it is already a pair of shoes nearly 30 years old, but in the sun can still identify the shoelaces are doped with sparkling silver wire. It is not difficult to see from these details that they have not been listed on a large scale, but they are quite complete works.

This 001 year OG, which finally came to the end of the day, has also become the reference target of the New York fashion week team. Compared to the 2005 and 2010 editions, this year's fashion week's exposure is more original, such as details or verve, for example, in the previous two edition, the missing heel blocks appeared. But slightly different, the Paris fashion week version of the 001 OG added the word "LI NING" inside the sneakers, which was never seen in posters, in the first year of the year or in the previous two edition. Although the 2020 spring summer series in Paris fashion week has not attracted widespread attention, the emergence of these 001 OG complex editions has inspired all the shoe fans who understand Lining's brand history. In addition to the white orange green color matching of the first year, there are many kinds of color exposure suitable for everyday wear, one of which is quite structured.

In July 2nd, Lining (HK2331) shares reached 19.08 Hong Kong dollar after opening, setting a new share price of Lining since 2011. At present, Lining's market value exceeds 40 billion Hong Kong dollars, nearly half a year's increase to 128%. Wang Yiran, Lining's sneaker collector, sighed, "Lining is weak, 001 is depressed, Li Ningqiang is 001 born again." In 2020, Lining will usher in the brand's 30 birthday in the Olympic year. At 15, 20, 30, every 001 OG appears on important nodes.

Through the frequent action of Zhou Liang and other parties in the past two years, China Lining has tried to prove to young people that domestic sports brands can also be very popular. But for domestic brands, it is more important to show consumers' brand genes that can be recognized for a long time through similar product stories with 001 OG brand names, which is also an important source of genuine brand power accumulation.