The company endorses a number of international athletes and teams worldwide in pursuit of the North American market(s).

In 2010, as part of the 'Revitalization' of the brand, Li-Ning released a new logo and the new slogan "让改变发生" "Ràng Gǎibiàn Fāshēng" in Chinese, translated to "Let the Change Occur" in English.

In January 2011, Li-Ning entered into a partnership with Chicago-based Acquity Group[6] to expand its U.S. distribution and brand awareness.

In 2013, The Group recorded revenue of RMB2,906 million, which represented a decrease of 24.6% year-on-year, due to near-term focus on sell-in reductions, inventory clearance, and reducing the number of stores.

[12][13] That same month, the US Customs & Border Protection began detaining Li-Ning products from entering American soil due to the company using North Korean labor in its supply chain, causing them to withdraw from the US market.

[25] In 2019, Li-Ning announced that it would not do business with the Houston Rockets after the General Manager of the NBA team tweeted in support of the 2019–20 Hong Kong protests.

Ltd. (representative and distributor of Li-Ning in India)[27] signed sponsorship deals with Indian badminton players P V Sindhu and Kidambi Srikanth.

[28][29] In July 2011, Li-Ning, along with other major sportswear and fashion brands including Nike, Adidas and Abercrombie & Fitch, was the subject of a report by the environmental group Greenpeace entitled 'Dirty Laundry'.

Li-Ning, along with Abercrombie & Fitch, Adidas, Bauer Hockey, Calvin Klein, Converse, Cortefiel, H&M, Lacoste, Nike, Phillips-Van Heusen Corporation (PVH Corp) and Puma, were accused of working with suppliers in China who, according to the findings of the report, contribute to the pollution of the Yangtze and Pearl Rivers.

[34] Samples taken from one facility belonging to the Youngor Group located on the Yangtze River Delta and another belonging to the Well Dyeing Factory Ltd. located on a tributary of the Pearl River Delta revealed the presence of hazardous and persistent hormone disruptor chemicals, including alkylphenols, perfluorinated compounds and perfluorooctane sulfonate.