Chinese sportswear giant Li-Ning is facing a public backlash and a wave of product returns after young diving sensation Quan Hongchan was placed on the sidelines rather than at the centre of a recent group photograph. The positioning row has sparked accusations of opportunism, with critics accusing the brand of initially capitalising on Quan’s popularity for marketing purposes, but sidelining her after she lost to Chen Yuxi, her teammate and rival. Quan has a massive fan base both in China and overseas. The controversy arose during an event on May 6, co-hosted by the Chinese Olympic Committee and the Li-Ning brand, at the General Administration of Sport of China in Beijing. The event announced Li-Ning as the official sportswear partner of the Chinese Olympic Committee from 2025 to 2028, making it the sportswear provider for China’s Olympic delegation over the next four years, including the 2028 Los Angeles Olympics. Attendees included Li Ning, the brand’s founder and former Olympic gymnast, along with representatives from China’s national shooting, table tennis, and diving teams, including Quan Hongchan and Chen Yuxi. Li Ning won three gold medals, two silver medals, and one bronze medal at the 1984 Los Angeles Olympics. The company he founded has long been regarded as one of China’s most iconic sportswear brands. However, this time, the brand was in the firing line for not placing Quan at the centre in a group photo. Instead, Chen Yuxi, fresh from a three-in-a-row victory at the recent World Aquatics Diving World Cup Super Final in Beijing and who has lost to Quan in individual competition at two Olympic Games, stood centre stage beside Li Ning, while Quan, despite her immense popularity, was placed further from the entrepreneur. On April 23, Quan and Li Ning appeared side by side at an aerospace event in Shanghai, where Li watched her affectionately as she looked cheerful and relaxed, laughing and playfully kicking her feet. However, the brand’s attitude towards Quan was widely perceived by her fans to have shifted sharply a few weeks later at the recent event, where she was placed in a noticeably more distant position from Li in group photos. Netizens have accused the brand of being “opportunistic”, suggesting that the change stemmed from the recent World Aquatics Diving World Cup Super Final in Beijing, where Chen Yuxi claimed three consecutive titles while Quan lost to her. Many even labelled the brand “fickle” and criticised its “champions-only” mentality, flooding the comment sections during live-streams to vent their frustration. The backlash eventually prompted Li-Ning’s official account, which has more than 5.78 million followers, to disable comments, while product return rates on major e-commerce platforms reportedly surged. One angry fan said: “I just unpacked some Li-Ning shoes and immediately returned them. I will never wear Li-Ning again. It is simple. They have shown shameless opportunism. “Last time, they were desperate to get close-up selfies with Quan Hongchan. Now, with both athletes on stage, she is sidelined like she does not even exist. Li-Ning changed its face faster than a Sichuan opera performer. They have thoroughly offended the ‘nation’s daughter’ this time!” Another person said: “The backlash stems from the perception that the brand used Quan for her popularity and discarded her the moment her media spotlight dimmed in an act many see as ungrateful and commercially exploitative. “Quan Hongchan has earned the nation’s affection not just because of her titles, but also due to her compelling personal story. “She is a young athlete with no privileged background who won hearts through sheer grit and determination. Many believe that, as an industry leader, Li-Ning should show greater responsibility and empathy, rather than chasing short-term hype.” The company has yet to officially respond to the controversy. However, it did release a later group photo, this time placing Quan Hongchan right next to Li Ning, restoring her to the central position.