Tokyo, Japan – In a move that has sent ripples through the badminton world, Japanese star Shida Chiharu has signed an endorsement deal with Chinese sports brand Li-Ning. The announcement, made on April 2, 2026, has sparked a mixed reaction from fans, with some questioning the decision given recent personal safety concerns Shida has faced while competing in China.
Shida, a prominent figure in women’s doubles badminton, boasts a substantial social media following – nearing 1.13 million on Instagram – and is known for her skill on the court and her striking appearance. The partnership marks a significant shift for the athlete, who will now represent a Chinese brand instead of a Japanese one. Li-Ning Korea officially announced the collaboration through its channels, stating that Shida Chiharu is now “with Li-Ning.”
Li-Ning emphasized that the signing aligns with their strategy of supporting athletes and focusing on performance-driven products. “We have consistently demonstrated a ‘player performance-centric brand’ direction by working with national team players from various countries,” a brand representative stated. “This collaboration with Shida Chiharu is a continuation of that approach.”
Shida’s career has been marked by consistent success, highlighted by a bronze medal in women’s doubles at the 2024 Paris Olympics. She’s often referred to as the “Chanel of badminton” or an “idol of the badminton world,” a testament to her popularity and appeal. However, her recent form has been somewhat inconsistent. Following a split with her former doubles partner, Matsuyama Nami, her new partnership with Igaraishi Arisa has experienced some growing pains, impacting her on-court performance.
Despite these challenges, Shida demonstrated resilience with a recent victory at the All Japan Championships and a dominant performance in the first round of the India Open, signaling a return to form. It was against this backdrop that the Li-Ning deal was announced.
Li-Ning, often dubbed the “Nike of China,” was founded in 1989 and takes its name from Li Ning, the celebrated gymnast who won three gold medals at the 1984 Los Angeles Olympics. The company manufactures a wide range of sporting goods, including footwear, apparel and badminton equipment, and has been increasingly investing in the sport.
Last year, Li-Ning reportedly made a substantial offer to South Korean badminton star An Se-young, but she ultimately chose to partner with a different brand. The pursuit of Shida Chiharu underscores Li-Ning’s ambition to strengthen its presence in the global badminton landscape.
The news of Shida’s partnership with Li-Ning has been met with a wave of reactions from fans, particularly online. Many have expressed surprise and questioned the decision, especially considering Shida’s previous experiences with stalking while competing in China. Some fans have voiced concerns, asking, “Why would she choose a Chinese brand?” and “She’s been stalked in China, why now?”
Shida Chiharu has previously spoken out about experiencing stalking while competing in China. According to the South China Morning Post, she revealed that she has been dealing with stalking for over a year, describing the situation as “unsettling and frightening.” During the 2023 Masters tournament in Shenzhen, China, she requested that fans respect personal space after experiencing unwanted physical contact. In April 2025, while competing at the Asian Badminton Championships in Ningbo, China, she publicly pleaded with fans to stop following her, expressing her anxiety and fear. She warned that she would capture further action if the behavior continued.
The decision to partner with a Chinese brand, despite these experiences, has understandably raised eyebrows. It remains to be seen how this collaboration will unfold and whether Li-Ning will provide additional security measures to ensure Shida’s safety during future competitions in China.
Shida Chiharu’s next scheduled tournament is the [insert upcoming tournament and date here – *verification needed*]. Fans will be watching closely to see how she performs while sporting her new Li-Ning apparel and equipment. The badminton world will likewise be keenly observing how Li-Ning addresses the concerns raised by fans regarding Shida’s safety and well-being.
The partnership between Shida Chiharu and Li-Ning represents a significant moment for both the athlete and the brand. It’s a move that has sparked conversation and debate, and its long-term impact on Shida’s career and Li-Ning’s brand image remains to be seen.
What are your thoughts on Shida Chiharu’s new partnership? Share your opinions in the comments below.
