The World Federation of the Sporting Goods Industry (WFSGI) announced that the WFSGI Board unanimously accepted Ms. Christina Li Wei as WFSGI board member, representing Li-Ning Company. She is replacing Mr. Jay Li who left Li-Ning in February this year to pursue other activities.

The WFSGI wishes to thank Mr. Jay Li for his engagement and support.

Christina Li Wei (42), joined Li-Ning Company in 2011 as the Chief PR Representative. Since her nomination, Li Wei has successfully led and executed some integrated PR campaigns to further strengthen the Li-Ning brand by full leveraging Li-Ning sponsored key sports resources (including sports teams and athletes). With joint efforts of EPR and traditional brand PR, she has managed to effectively amplify the product benefits and brand message by strictly controlling the quality of the company’s publicity in print media.

Robbert de Kock, WFSGI Secretary General stated: “With Ms. Li Wei, we are pleased to count another female board member amongst us and we are convinced that this will strengthen the view, leadership and activities of our organization.”

Before joining Li-Ning, Wei was the Senior Director and consumer practice leader for Edelman China’s consumer marketing team. She brings a wealth of experience in public relations and communications, particularly in the fashion, beauty lifestyle and hotel industries.

Li Wei has an MBA from the University of Illinois at Chicago, U.S. as well as a B.A. in Art from Nankai University. She is fluent in Mandarin and English.