Word: shuttlecock
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Dates: during 2010-2019
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...under a five-year contract with the brand). But it still maintains its value-for-money approach to marketing - recently making a big push, for example, into badminton, a sport largely ignored in the West but played and watched by some 300 million Chinese. Li Ning - sponsored shuttlecock star Lin Dan graces billboards and TV ads around China, and the firm opened a "badminton paradise" last year in Singapore, its first international outlet. Although badminton won't feature as prominently in its first American shop, which opened in January, the firm's determination to bring its game...