Chapter 117: Lu Wang's IPO Plan

January 5th.

Ruan Mei, representing the "Lu Wang" brand, visited the Peng City sprint team and presented each team member with a pair of the latest “Feilu” running shoes.

According to Lu Wang’s plan, there are three series of sports shoes, with the top-tier “Feilu” line set to officially launch during the National Games, targeting the nationwide market, primarily in South Guangdong Province. The shoes are currently in mass production, with distribution channels being established and store shelves being stocked.

As the public relations manager, Ruan Mei was extremely busy on the eve of the product launch, but she still made it a priority to visit the Peng City sprint team right after the New Year in 2005.

The latest generation of “Feilu” shoes features a blue base with white patterns, evoking the vastness of the ocean with every step—a striking design crafted by Ruan Mei’s mother, a Japanese designer.

Ruan Mei’s father handles the technology, her mother manages the design; this family enterprise embodies all the core expertise behind Lu Wang.

For the sprinters, this was their first time receiving shoes sponsored by a brand. They first thanked Lusuo, then Ruan Mei. One reckless member accidentally called her “little sister-in-law,” earning a harsh beating from the others. If Juno heard that, they’d be doomed.

Lusuo shook his head sadly at the group of clueless fools, then distanced himself to have coffee with Ruan Mei in the cafeteria.

“Sorry, I won’t be able to cooperate with your promotion efforts during this period,” Lusuo said to Ruan Mei.

The contract stipulated that Lusuo had a duty to assist Lu Wang with publicity, but also allowed for prioritizing his training during significant urgent competitions.

“The National Games are more important,” Ruan Mei quickly replied. “Lu Wang hurriedly chose this time to launch the shoes, which probably caused you some trouble.”

“You believe I’ll definitely win gold at the National Games, don’t you?” Lusuo asked, knowing that Lu Wang hadn’t originally planned this.

This year’s National Games were held in winter, not an ideal season for sports shoe sales. New shoe releases typically happen around June or July.

“Yes,” Ruan Mei said. “After my father saw your results at the indoor track invitation, he was greatly inspired. He invested all the funds into production, stocking, and commitments to distributors in one go. He believes the National Games will mark another peak in your career, your fame will spread throughout the country, and Lu Wang will enter the domestic market alongside your name.”

Lusuo looked at the stars sparkling in Ruan Mei’s eyes as she painted this future and wondered, “Did you even consider the possibility I might lose?”

Shouldn’t a brand with half Japanese heritage be more cautious?

“I’ve never seen you lose,” Ruan Mei said earnestly, her voice soft yet stubborn. “I believe in you.”

“If I lose, maybe you’ll lose everything,” Lusuo teased, seeing her expression and feeling mischievous.

“You won’t lose, right?” Ruan Mei asked seriously.

“Right,” Lusuo smiled. “This time I’ll win, next time I’ll win, and I’ll keep winning forever.”

“Then Lu Wang will definitely prepare a very, very good new contract for you,” Ruan Mei smiled.

...

During afternoon training, Lu Jinrong noticed the entire team wearing identical blue running shoes and asked curiously, “Where did you get those shoes?”

“Little sister-in-law…”

Smack! A slap landed.

“Lusuo gave them to us!” everyone shouted together.

Lusuo explained the situation.

“From Lu Wang, huh?” Lu Jinrong pondered whether to forbid them from wearing Lu Wang shoes at the National Games.

Athletes can earn endorsement fees, but the Peng City sprint team wasn’t yet at that level; only Lusuo had two endorsements. Some new brands had approached them recently, but with the National Games approaching, Lu Jinrong didn’t want Lusuo distracted and postponed all deals until after the games.

Lusuo’s endorsement contract with Lu Wang meant the whole Peng City sprint team got to wear Lu Wang shoes? That gave Lu Wang a huge advantage… but since no other brands were seeking the team's endorsement, Lu Jinrong let it slide.

To him, endorsements were less about profit and more about improving the athletes’ living conditions. Free shoes counted as a good improvement.

“Lusuo,” Lu Jinrong called him over.

Lusuo approached.

“There’s some news that hasn’t been announced yet,” Lu Jinrong said. “Pan Kai won the 200-meter race at the World Athletics Tour in Melbourne yesterday with a time of 20.35 seconds.”

Huh? Lusuo looked at Lu Jinrong in surprise.

...

January 6th.

Ruan Mei woke up early.

She had appointments with several distributors to discuss stocking arrangements.

She also needed to finalize advertising placements in some shopping malls.

The National Games were only nine days away.

If all went well, Lu Wang’s three product lines would launch simultaneously with the Games. When Lusuo won any gold medals, Lu Wang would ramp up promotions—newspapers, magazines, posters, billboards—at least throughout South Guangdong Province, a full-scale campaign.

Combined with stocking and inventory efforts, this would be a promotional campaign costing millions, a do-or-die battle for Lu Wang’s survival. If successful, the brand would instantly become a nationally recognized sports brand.

This would fulfill the lifelong dream of three generations of the family.

When meeting with distributors, Ruan Mei brought along many newly printed posters of Lusuo.

These were the latest posters, highlighting Lusuo’s “Indoor Invitational Grand Slam” achievements. In the future, there would be versions showcasing his National Games gold medals in the 100m, 200m, and 400m, even the 4x100 relay—Ruan Mei had already designed them.

The posters would be replaced daily, and Lu Wang’s sales would soar. It would be a grand spectacle.

Taking the bus to the largest department store in Peng City, Ruan Mei’s eyes suddenly fixed when she saw another poster laid out on the manager’s desk.

The poster read: “You Can Be Even Greater — Pan Kai.”

Besides showing gold medals for the 100m and 200m, it also bore the A·F logo.

That was an A·F endorsement ad.

Pan Kai had signed with A·F?

“The brand shelf is no problem, but Lu Wang still needs to pay a deposit. As for advertising spaces, I’m sorry—they’re all booked by A·F, who is launching new products right now,” the store manager explained. “Their brand image is better than yours, and their spokesperson seems more impressive, which benefits the mall’s image.”

“Pan Kai isn’t the 200m champion; his 100m time is better than Lusuo’s,” Ruan Mei argued. “This is false advertising.”

“I just saw this news,” the manager said, pushing a newspaper toward her.

Ruan Mei read the headline: “Congratulations to Pan Kai for winning the 200m race at the World Athletics Tour Melbourne meet with a time of 20.35 seconds!”