【Background】
The audience for golf is undergoing a significant shift towards greater accessibility and a younger demographic. No longer confined to traditional business and social circles, the sport is gradually becoming part of everyday life and contemporary culture. On social media, conversations around golf have expanded beyond competition techniques and corporate settings to encompass casual social experiences, sports fashion, and even personal lifestyle expressions among urban elites. As a result, Golf has evolved into Golfcore, transforming from a sport into a broader fashion and cultural symbol.

【Concept】
As an independent premium sports fashion brand, LI-NING 1990 draws inspiration from the essence of golf to create all-encompassing contemporary apparel solutions for high-end sports enthusiasts. The brand’s designs deeply incorporate elements of Chinese art and culture, utilizing traditional indigo dyeing techniques and Song Dynasty ceramic aesthetics to craft a distinctive fashion identity that seamlessly blends playfulness with Eastern sophistication, perfectly aligning with its "High-End Sports Fashion Aesthetic" positioning.

At LI-NING 1990’s Chongqing store, COLORFULL Yujing employs heat-tempered blue as the core visual language, integrating the Heat Gradation concept. This color palette originates from the oxidation hues naturally formed when metal undergoes high-temperature forging, transitioning from deep to light shades of blue. It represents the perfect fusion of temperature control and master craftsmanship—just as an athlete undergoes relentless training and refinement to reach peak performance, Heat Gradation symbolizes LI-NING 1990’s deep understanding of the spirit of sports and its unwavering commitment to detail. Much like the perfect golf club, which requires a balance of power and precision, technique and rhythm, heat-tempered blue becomes the visual emblem of LI-NING 1990’s brand spirit.

【Interior】
This space is not just a showcase for products; it is an immersive aesthetic realm that embodies the philosophy of balance and precision in life. Just like a perfectly executed golf swing, everything is precisely measured; just like the ideal conditions for metal forging, the result is effortless yet perfected. LI-NING 1990—honed through countless refinements, dedicated to shaping the ultimate high-end sports lifestyle.

In spatial design, LI-NING 1990 finds the perfect equilibrium between bold, structured lines and vibrant accents, raw textures and industrial materials, striking a balance between ruggedness and refinement. Every detail is meticulously crafted to not only reflect the elegance and etiquette of golf but also convey the dynamic energy of sports culture.