With the dual status of the Olympic torch bearer and the founder of Li Ning Co, Lining achieved a win-win situation this time.

This is probably the most successful free advertisement in Olympic history.

China chose the former gymnast and millionaire Lining as the last torch bearer of the Olympic Games, symbolizing China's pformation from a communist country into an economic power.

But Adidas AG, the official Olympic sponsor, may not be so happy.

This is because Lining's Li Ning Co., who runs $6 billion in sports assets, is the rival of Adidas Nike and Nike Nike.

Paul Paull, a R3 research firm, told Greg Paull that this sends a strong message to Li Ning Co.

Sheng three has business dealings with Adidas and Li Ning Co.

In the face of China's fastest growing sportswear market in the world, Adidas and Nike have invested heavily in the Olympic sponsorship market.

ADI is expected to pay about 80 million to 100 million dollars in cash and in kind for the official sponsor of the Olympic Games. Nike has also sponsored several Chinese Olympic teams.

The Li Ning Co with a "L" logo (some say it resembles Nike's logo) has failed to play a role in the official sponsorship stage of the Beijing Olympic Games. It only sponsors a few Chinese national teams, such as gymnastics and shooting.

But as an official sponsor of sporting goods for the Chinese Olympic team for many years, the public will naturally associate the Li Ning Co with the Olympics.

Even before the Olympic opening ceremony was passed on to the world, Li Ning Co did not lag behind Adidas in Chinese consumers' recognition of the Olympic Games.

In fact, a recent survey by Sheng three company showed that 45% of Chinese consumers mistook Lining for Olympic sponsorship.

Lining's role as the last torch bearer is almost sure to add to his company. For a long time, Li Ning Co has been trying to establish its international brand image in the minds of Chinese consumers.

Last week, Li Ning Co signed an agreement with Lotto, the European sports equipment company, to win the 20 year concession of the latter in China.

Before the main torch bearer Lining finally came to the surface, Erica Kerner, director of Olympic marketing at Adidas, said that all the torch bearers should wear Adidas clothes when it comes to Lining's possible role in the role of Adidas.

Lu Hairui, Terry Rhoads, points out that Adidas will not have much influence on Adidas. Lining does not represent Lining's brand, but represents her beautiful sports star.

Pre sharp has business connections with Adidas.

But many Chinese consumers find it difficult to separate the two.

Although not renowned internationally, Lining not only represents China's past sporting achievements, but also symbolizes today's economic reform. It is precisely this kind of reform that has changed China and made Lining among the richest people in China.

When Lining, 20, took part in the 1984 Losangeles Olympic Games, China has just finished many years of self closing and political turmoil.

At that Olympic Games, China won 15 gold medals, of which three came from Lining.

Quiet and low-key Lining was born in a teacher's home. It is the product of China's national sports training mechanism.

Today, he has moved from a mere nobody to a business magnate.

Lining also set up a special organization to help retired athletes.

Lining's rise to the bird's nest also ended a conjecture of people's past conjecture for the main torchbearer.

Before the last torch bearer came out, this "guess" game attracted many people to participate in the network and reader survey.