Olympic hero goes for gold with new retail technique to boost sales

Chinese gymnast Li Ning wowed the world with one of the highest double pikes in Olympic history to clinch a third gold medal at the 1984 Los Angeles Games. Now a sporting goods retailer, he is counting on another tactic to win over shoppers.

Li is enticing customers to his namesake Li Ning Co stores, where they can look at and try on the latest range of Xiaoqiang basketball shoes, and Furious Rider and Rouge Rabbit runners - but not take them home. Instead, buyers are directed to the Internet to make purchases online.

The Web-only strategy, which has generated 22 million yuan ($3.5 million) in sales during the first month, may help it reverse three straight years of losses.