Yesterday, Li Ning Co Ltd and Michelin signed an agreement in Beijing, announcing that the two sides will carry out technical cooperation in the field of sports shoes: Michelin will apply tire related technology to the soles of Lining brand sports shoes, and produce more powerful grip and wear resistance shoes for consumers.

According to Eli Chkaiban, managing director of Michelin, Michelin Lifestyle Limited, a wholly owned subsidiary of Michelin group, was founded in June in 2000. With the reputation of 100 years, the group has launched a series of consumer products other than Michelin brand tyres worldwide through Michelin Lifestyle Limited.

Eli Chkaiban said that most of these products are related to mobility, including travel, sports and sightseeing products.

Usually, the company takes a franchise mode to cooperate with the franchisee to develop products involving two fields, namely, Michelin brand automotive equipment and sports leisure products.

This time, Michelin will apply the relevant professional technology and operation of tires to Lining brand sports shoes, and provide more powerful sports shoes with stronger grip and wearability for consumers through Lining.

This is Michelin's first strategic partnership with China's sports brand.

Prior to this, Michelin has successfully cooperated with other world leading sports brands such as UMBRO.

Guo Jianxin, chief operating officer of Li Ning Co Ltd, said that at present, Michelin Group R & D center and Lining China research department are carrying out technical cooperation in two specific high-end products of basketball shoes and off-road running shoes, and jointly develop professional sports soles suitable for these two sports functions.

Guo Jianxin, chief operating officer of Li Ning Co Ltd (right), shook hands with Michelin's managing director, Eli Chkaiban, at a press conference on technical cooperation.