LI-NING, founded by China’s “prince of gymnastics” Li Ning in 1990, is a professional sports brand. On September 20, 2022, LI-NING held its “Chasing Dreams” airport show in Hubei, China. However, on October 15, netizens pointed out that some of the new products resembled Japanese military uniforms from the time of the Second World War, quickly sparking a heated debate online. On October 17, two senior executives from LI-NING made statements on social media regarding the situation but only succeeded in drawing further criticism from netizens. LI-NING’s stock price also fell, causing many to question the executives’ actions on the matter. On October 19, LI-NING released an official response, bringing the public debate to a climax. How should LI-NING manage its crisis and brand communication better in the future?