Leveraging Social Media for Athlete-Brand Building: A Multi-Model Analysis of Li-Nings Digital Transformation

This study examines how social media contributes to Li-Ning's brand value in China's competitive sportswear market, focusing on its dual identity as both an Olympic heritage brand and a digital innovator. Employing a multi-model analytical frameworkintegrating the AISAS model for consumer behavior mapping, SWOT analysis for internal and external brand positioning, and PEST analysis for macro-environmental factorsthis paper investigates Li-Ning's 2024 "Name It After Me" campaign. Findings reveal that the brand effectively leverages athlete IP through historical authenticity, emotional resonance, and algorithmic amplification across social platforms such as Douyin, Weibo, and Xiaohongshu. The AISAS model highlights Li-Nings effective consumer journey management, with cross-platform strategies driving attention, engagement, and conversions. Strategic recommendations include optimizing product lines, strengthening online-offline integration, and utilizing artificial intelligence tools for personalized communication. It offers practical implications for domestic sportswear brands navigating digital transformation and contributes to broader discussions on athlete branding, consumer co-creation, and platform-based marketing in the Chinese context.