Source:Sipa USA/Sydney
[Saba Sports News] On April 1st, the sports brand Li-Ning officially announced that Japanese badminton player Chiharu Shida has joined the Li-Ning badminton family, sparking heated discussions within the industry. In a video, Shida said in Chinese: “Hello everyone, I’m Chiharu Shida. A new journey has begun. Thank you for your support, please keep cheering for me!”
According to public information, Chiharu Shida was born in Akita Prefecture, Japan, and is known for her delicate technique and tenacious defense. She was long partnered with Nami Matsuyama, with whom she won the women’s doubles bronze medal in badminton at the 2024 Paris Olympics. The pair also claimed the women’s doubles title at the All England Open Badminton Championships in both 2022 and 2025. However, the two announced their split in July 2025. Shida has since teamed up with Arisa Higashino, aiming for the women’s doubles gold medal at the Los Angeles Olympics.
Blessed with outstanding looks and a signature sweet smile, Shida is regarded as the top goddess of Japanese badminton, boasting a large fan base and considerable popularity in China.
In the author’s opinion, this collaboration breaks down geographical barriers. The in-depth partnership between a Chinese brand and a top Japanese athlete reflects the broader trend of globalization in sports business. It also proves that brand value can transcend national boundaries, connecting athletes, brands, and consumers around the world.