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EternityX and LI-NING 1990 Forge a New Chinese Narrative for High-End Golf

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HONG KONG, SHANGHAI and GUANGZHOU, China, June 29, 2026 /PRNewswire/ — EternityX, a leading global marketing technology company, today announced its strategic partnership with LI-NING 1990, the premium golf brand under the LI-NING Group, as its integrated marketing and communications partner for 2026.

The partnership reflects EternityX’s expertise in connecting brands with Chinese audiences through culturally nuanced, data-driven marketing strategies. It also reinforces the company’s position as a trusted partner for Chinese brands seeking to shape differentiated premium narratives in an increasingly competitive market.

Together, EternityX and LI-NING 1990 will integrate the brand’s professional sporting heritage with a contemporary premium lifestyle aesthetic, leveraging precision digital strategies to expand its reach beyond core golf communities and into China’s broader high-net-worth consumer segment. The collaboration aims to redefine the standards of premium sports marketing through a distinctive blend of performance, culture, and modern luxury.

Where Golf Meets Eastern Philosophy: Redefining Premium Consumer Resonance 
At the intersection of sport and culture, golf’s philosophy of adapting to terrain and conditions naturally aligns with Eastern values of harmony and balance. The game’s emphasis on discipline, etiquette, and integrity also reflects long-standing Chinese ideals of composure, respect, and self-mastery.

This partnership brings together the essence of golf, Eastern philosophy, and LI-NING 1990’s premium brand identity into a cohesive and compelling narrative. Beyond representing a modern interpretation of premium sporting lifestyle, the collaboration demonstrates EternityX’s ability to translate cultural insight into meaningful brand engagement.

Grounded in a deep understanding of China’s high-net-worth consumers — who increasingly value understated sophistication and authentic cultural expression — EternityX will help transform these insights into sustained brand equity growth through integrated digital excellence.

Driving Brand Equity Through Full-Portfolio Communication
Building upon LI-NING 1990’s annual product roadmap, EternityX will deliver comprehensive communication optimisation across the brand’s golf portfolio, including both the PRO Elite Series and CLUB Series.

Through differentiated storytelling and precise articulation of product value, the partnership seeks to convert short-term market momentum into long-term brand loyalty. Balancing technical performance with lifestyle appeal, the collaboration will strengthen LI-NING 1990’s resonance among consumers who value craftsmanship, innovation, and refined sporting culture.

Charlene Ree, Founder and CEO of EternityX, stated: “The LI-NING Group has established a strong reputation in professional sports through years of commitment to athletic excellence, innovation, and performance-driven development. As the Group’s dedicated golf brand, LI-NING 1990 is committed to this mission—pioneering new trends in China’s sports market through professional, technologically advanced products and fashion athletic designs.”

“Professionalism is only the starting point — true brand influence is ultimately defined by cultural relevance and emotional connection. Premium marketing is not about scale alone; it is about creating narratives that resonate deeply with products, people, and culture. EternityX will help LI-NING 1990 articulate a complete and compelling brand story, from philosophy to visual identity, while communicating the brand’s confidence and sophistication within today’s digital landscape.” added Charlene.

Deric Wong, Global Chief Commercial Officer of EternityX, pointed out: “EternityX has spent years building cross-border marketing capabilities supported by extensive audience insights and data assets across premium consumer segments. These capabilities allow us to identify evolving market opportunities and support brands in building long-term strategic value.”

“Whether helping international brands unlock growth opportunities in China or enabling Chinese brands to establish stronger cultural recognition and community affinity, we have developed proven pathways and mature expertise. By integrating the discipline of golf with the adaptability of Eastern strategic thinking, we aim to build a sustainable and differentiated brand growth engine for LI-NING 1990.” Deric added.

Richard Zou, General Manager of China at EternityX, added: “China’s premium consumer market is undergoing a significant transformation. Consumers today are no longer satisfied with imported luxury narratives alone — they increasingly seek brands that authentically reflect Eastern aesthetics, values, and cultural confidence.”

“Our partnership with LI-NING 1990 represents more than a convergence of digital marketing and brand storytelling; it is a meaningful step toward elevating Chinese brands on the global premium stage. Through full-funnel engagement strategies, we will help integrate the brand’s culture, design language, and product philosophy into consumers’ everyday lifestyles.

Our ambition extends beyond traditional marketing objectives. We aim to help LI-NING 1990 build a long-term emotional connection with consumers, where every interaction with the brand becomes part of a deeper cultural and lifestyle experience. “said Richard.

Building the Future of Chinese Premium Brand Influence
Looking ahead, EternityX will continue to support LI-NING 1990 with a strategic approach grounded in discipline, precision, and long-term brand building.

Together, both parties will deepen their engagement within premium lifestyle communities and social ecosystems, establishing a partnership designed to create enduring consumer value and lasting industry impact.

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About LI-NING 1990 
LI-NING 1990 is a premium golf brand originating from China that combines functional innovation with contemporary fashion design. The brand traces its roots to the LI-NING Golf Division, established in 2000. Following more than two decades of research and development, LI-NING 1990 was officially launched as an independent brand in 2021.
The brand logo draws inspiration from the “LI-NING Cross” pommel horse movement created by Mr. Li Ning and officially recognised by the International Gymnastics Federation. Reinterpreted through a modern design lens, the identity symbolises the three core golf techniques — the low cut, high cut, and putt — reflecting the brand’s professional sporting DNA.

About EternityX Marketing Technology
At EternityX, we equip brands and businesses to master the realm of Chinese audiences through the Power of Three—PilotX, NaviX, and MediaX. These cutting-edge, AI-powered solutions enable precision targeting, providing data-driven insights that allow companies to connect with profitable audiences in key markets and beyond.

With 12,000+ successful cross-border campaigns for more than 1,000 brands, EternityX helps brands unlock growth, deepen audience connections, and drive long-term success. Our expertise bridges the gap between East and West, ensuring that brands can thrive in a rapidly evolving digital landscape. Learn more about us https://www.eternityx.com

 

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Texas Athletics and McCombs School of Business Launch New Bevo Lab, Bringing Together Sports, AI and Analytics

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Dell Technologies, Google Cloud and SHI International join Texas Athletics to power a first-of-its-kind hub for sports intelligence, data analytics, research, and talent development

AUSTIN, Texas, Oct. 23, 2026 /PRNewswire/ — University of Texas Athletics and the Business of Sports Institute (BOSI) in the McCombs School of Business, in cooperation with Longhorn Sports Properties, today announced the launch of Bevo Lab, a unique collaboration that will serve as higher education’s premier sports intelligence platform and living laboratory—bringing together sports, technology, data analytics, and artificial intelligence (AI) to elevate human performance while expanding hands-on learning opportunities for students.
 

Joined by Dell Technologies, Google Cloud, and SHI International, Texas Athletics is building the premier sports intelligence platform in higher education, creating a standard of excellence that spans 21 intercollegiate teams and over 500 student-athletes. Bevo Lab will leverage AI-driven research and data analytics to deliver real-world solutions to help athletes and coaches become more efficient in their training and preparation while developing a pipeline of students with hands-on experience for sought-after careers in technology and sports analytics.

“With the help of our nationally ranked academic leaders and cutting-edge technology brand sponsors, Bevo Lab will become the global benchmark for innovation in sports AI and data analytics, making Texas Athletics the most data-driven athletic program in the country,” said Chris Del Conte, vice president and Folger Family Athletics Director at The University of Texas. “What starts here changes the world, and this vision will transform collegiate athletics. There is no bigger stage, no more powerful brand and no better time than now to lead in this new evolution of sports technology.”

Del Conte will officially announce Bevo Lab today at Texas’ Business of College Sports Summit.

Named for the university’s esteemed and powerful live mascot, Bevo Lab will be a part of BOSI, an academic and research center in McCombs that combines business education, on-field/on-court performance analytics, applied research, and industry participation. The lab will engage as many as 40 student researchers annually in managing the modeling and data projects under the direction of acclaimed sports data analyst, author, and BOSI executive director Kirk Goldsberry, Ph.D.

“The AI and emerging technologies provided by our industry partners will empower our students and researchers to deliver improved efficiency and increased speed in data analysis to boost performance and improve success,” added Goldsberry. “Bevo Lab will reinforce Texas as a leader in sports analytics and AI and will serve as the blueprint for the future of sports.”

Key innovations driving the Bevo Lab:

Bevo Lakehouse: A unified data warehouse that consolidates previously siloed sports-specific data such as game film and wearable technology into a single platform—starting with football, before expanding across all 21 varsity sports.Predictive AI & analytics models: Custom machine learning frameworks, including “transfer AI” for roster evaluation, designed to give coaches actionable insights for game strategy, scouting, and player development.Tailored front-end applications: Intuitive visual and natural language interfaces built specifically for the distinct daily workflows of athletes, coaches and athletic executives.Next-generation skills training: A hands-on program for UT students to gain AI skills and deploy live applications alongside athletic teams. Through a first-of-its-kind Google Public Sector ambassador program, students will also get to work directly with engineering teams, gaining high-stakes industry experience to launch careers in tech and sports analytics.

Dell Technologies: Powering a New Era in College Athletics

Dell Technologies is deepening its decadeslong relationship with The University of Texas as the premier founding sponsor and the Official Technology Infrastructure Sponsor of Bevo Lab. Building on a broad history of collaboration that spans groundbreaking research at the Texas Advanced Computing Center and technology innovation across Texas Athletics, Dell is providing the secure AI-ready infrastructure that powers Bevo Lab, enabling students, researchers, coaches and student-athletes to transform data into actionable insights, accelerate innovation and elevate human performance.

“Bevo Lab represents the next chapter in Dell Technologies’ longstanding relationship with The University of Texas and our shared commitment to innovation,” said Geraldine Tunnell, chief marketing officer, Dell Technologies. “By providing the secure, AI-ready infrastructure that powers this initiative, we’re enabling students, researchers, coaches and student-athletes to turn data into insight, accelerate innovation and unlock new possibilities for human performance. Together, we’re helping shape the future of sports analytics, research and education.”

Google Cloud: Pioneering AI Breakthroughs from Campus to Game Day

Google Cloud joins Bevo Lab as the Official Cloud Provider and Enterprise AI Provider, establishing a secure, powerful data foundation built for the future of collegiate athletic performance. By leveraging Google Cloud and Gemini, Google’s advanced multimodal, agentic AI, student researchers and athletic staff members can quickly unify vast athletic datasets to generate real-time sports intelligence. Google Public Sector’s Rapid Innovation and Specialty Engineering Teams will collaborate directly with UT coaches and students to prototype new sports technology while mentoring future sports and technology leaders. In fact, early collaboration with Google Public Sector has already introduced AI-driven workflows that save UT coaches more than 15 hours per week in game preparation, giving them critical time back to focus on strategy and player development.

“As a proud UT alum, I am thrilled to see my alma mater leading the charge at the intersection of collegiate sports, academic research, and artificial intelligence,” said Matt Renner, president and chief revenue officer of Google Cloud. “Bevo Lab will establish a new global benchmark for sports innovation, directly enhancing how the Longhorns will train, game plan, and compete on the field while providing a premier launchpad for the next generation of tech and sports analytics leaders. By putting our advanced data analytics platforms and Gemini models into the hands of UT students, coaches, and researchers, we are building a secure foundation for sports intelligence that will define the future of the industry.”

SHI International: Uniting Strategy and Integration for the Win

Founding sponsor SHI will serve as the strategic technology and solutions integrator of Bevo Lab, translating Texas Athletics’ vision into a secure, scalable technology architecture. Drawing on its deep expertise across IT infrastructure, cloud, AI and cybersecurity, SHI will orchestrate the partner ecosystem, ensuring multiple technologies across Bevo Lab operate as one unified platform for sports innovation that will evolve with the university’s athletic performance and provide research and workforce development opportunities for students managing the data analytics projects.

“For nearly four decades, customers have trusted SHI to bring together the right technologies, partners and expertise to build, manage and secure some of the world’s most complex IT environments,” said Jack Hogan, vice president of Advanced Growth Technologies at SHI International. “As the strategic technology and solutions integrator of Bevo Lab, we are thrilled to turn best-of-breed infrastructure, cloud, data, AI and security technologies into one trusted, scalable environment that enables Texas Athletics, coaches, student-athletes and researchers to achieve greatness on the playing field, in the lab, in the classroom and throughout their post-college careers.”

Strategic Collaboration Across Athletics and Industry

Longhorn Sports Properties, the Austin-based division of college media and technology leader Learfield, assisted in the development of Bevo Lab and secured its founding corporate sponsors.

“Bevo Lab is a cutting-edge collaboration that will make a tremendous positive impact on our coaches, our student-athletes and the university,” said Lucas Motta, vice president of Longhorn Sports Properties. “We are excited to lock arms with Dell Technologies, Google Cloud and SHI as leaders within their industry, and together we will help power Texas Athletics to even more championships while preparing our students for the new era in the tech workforce.”

Bevo Lab will be housed in Innovation Tower adjacent to the UT campus and in the heart of Austin’s Innovation District. A dedicated microsite that details Bevo Lab and its research will be available at texaslonghorns.com/bevolab.

About Dell Technologies
Dell Technologies (NYSE: DELL) helps organizations and individuals build their digital future and transform how they work, live and play. The company provides customers with the industry’s broadest and most innovative technology and services portfolio for the AI era.
 

About Google Cloud
Google Cloud offers a powerful, optimized AI stack—including AI infrastructure, leading models like Gemini, data management capabilities, multicloud security solutions, developer tools and platform, as well as agents and applications—that enables organizations to transform their business for the Agentic Era. Customers in more than 200 countries and territories turn to Google Cloud as their trusted technology partner.

About SHI International
SHI International is a $16 billion transformational technology solutions integrator serving the needs of more than 17,000 corporate, enterprise, public sector and academic customer organizations around the world. It helps companies achieve business goals through the use of technologies ranging from software licensing and end user computing devices to innovative cloud and edge solutions. With over 7,000 employees worldwide, SHI is the largest Minority and Woman Owned Business Enterprise (MWBE) in the U.S.

About Learfield
Learfield is the leading media and technology company powering college athletics. Through its digital and physical platforms, Learfield owns and leverages a deep data set and relationships in the industry to drive revenue, growth, brand awareness, and fan engagement for brands, sports, and entertainment properties. With ties to over 1,200 collegiate institutions and over 12,000 local and national brand partners, Learfield’s presence in college sports and live events delivers influence and maximizes reach to target audiences. With solutions for a 365-day, 24/7 fan experience, Learfield enables schools and brands to connect with fans through licensed merchandise, game ticketing, donor identification for athletic programs, exclusive custom content, innovative revenue generation solutions, student-athlete marketing initiatives, and advanced digital platforms. Since 2008, it has served as title sponsor for the acclaimed Learfield Directors’ Cup, supporting athletic departments across all divisions. 

Media contacts:
University of Texas Athletics: John Bianco, john.bianco@athletics.utexas.edu, 512-471-1346

Longhorn Sports Properties/Learfield: Tammy Purves, tammy.purves@learfield.com, 404-932-3266

McCombs School of Business: Judie Kinonen, Judie.Kinonen@mccombs.utexas.edu, 409-356-3324

Dell Technologies: Lauren Mauro, media.relations@dell.com.

Google Cloud: press@google.com

SHI: Kaitlynn Cooney, SHI-PR@walkersands.com

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XbotGo Named World’s No. 1 Consumer Team Sports AI Tracking Camera Brand

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XbotGo recognized as the market leader in consumer team sports AI tracking technology based on 2025 unit sales.  

MOUNTAIN VIEW, Calif., Oct. 23, 2026 /PRNewswire/ — XbotGo is proud to announce that it has officially been recognized as the World’s No. 1 Consumer Team Sports AI Tracking Camera Brand by China Insights Consultancy (CIC), a premier independent market research and consulting firm.  

The certification, issued in October 2026 under research registration number ⁠CIC-2026-985176⁠, is based on a comprehensive evaluation of global unit sales volume throughout the 2025 calendar year. The market research specifically measures consumer-grade camera devices designed for team sports, such as basketball and football, that leverage advanced computer vision and artificial intelligence algorithms to automatically track athletes and capture dynamic gameplay without manual operation.  

“This global market recognition is a powerful testament to the hard work of our engineering teams and the trust our community places in us every day,” said Dr. David Tan, CEO of XbotGo. “From everyday parents and local youth coaches to elite amateur athletes, our mission has always been to make professional-grade sports analysis and hands-free recording accessible to everyone. Being named the global sales leader proves that our vision is resonating worldwide.”

The XbotGo Falcon series combines ultra-sharp 4K resolution, intelligent multi-player tracking, instant highlight creation, and seamless livestreaming capabilities into a compact, subscription-free device. By eliminating the need for a dedicated camera operator, XbotGo empowers teams and families to preserve and analyze every pivotal moment effortlessly.

To learn more about the XbotGo Falcon and explore its award-winning AI tracking technology, visit xbotgo.com.

About XbotGo

XbotGo was founded in 2021 by Dr. David Tan—a computer vision expert, hardware innovator, and devoted soccer dad. Like every parent on the sidelines, he found traditional cameras either too complex or too costly to capture his child’s moments on the field. That frustration sparked a vision: to make sports recording accessible to all through AI. Today, XbotGo is a global AI sports technology company owned by Blink Tech, headquartered in Silicon Valley, California, with R&D centers across Silicon Valley, Beijing, Shenzhen, and Suzhou.

Media Contact:
XbotGo
Gabriel Roxas
PR@xbotgo.com

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DataBeyond Showcases PICKINGMAN in Global Livestream from Operating Waste-Sorting Facility

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DONGGUAN, China, Oct. 23, 2026 /PRNewswire/ — DataBeyond showcased PICKINGMAN, its embodied AI robot for mixed municipal solid waste sorting, during the robot’s first global public livestream at 8 a.m. Beijing time on October 22. The broadcast took place at the Liaobu Municipal Solid Waste Integrated Treatment Center in Dongguan.

Built for Waste-Sorting Conditions

The broadcast demonstrated the robot working on an operating sorting line, highlighting the application of embodied AI to demanding industrial tasks involving mixed materials, dirty conditions and repetitive manual labor. PICKINGMAN began operating at the facility on September 22.

PICKINGMAN features dual arms with a total of 14 degrees of freedom, IP65-rated dust and water protection, and a maximum picking rate of 3,600 picks per hour. Designed to support continuous 24/7 operation, it can sort recyclables including PET bottles and trays, PP containers, PE items, aluminum cans and glass. It coordinates perception, decision-making and motion control to identify and pick target materials on a moving conveyor.

Project Results

Jointly developed by DataBeyond and Guangdong Dongshi Environment Co., Ltd., the Liaobu project combines robotic picking with AI optical sorting and other processing equipment. According to project data, the complete sorting line can process 50 metric tons of mixed municipal solid waste in four hours, achieving approximately 35% waste reduction and 25% resource recovery. Previously, sorting recyclables from the same volume required four skilled workers working for eight hours.

The integrated line separates recyclables for downstream recovery before residual waste is compressed and sent for further treatment, connecting resource recovery with existing waste management operations.

Workforce Benefits and Next Steps

For operators facing recruitment and retention challenges, robotic picking offers an alternative to repetitive manual sorting. The project aims to reduce workers’ direct contact with waste and enable personnel to focus on equipment inspection, production coordination and other technical roles.

“During the livestream, we identified areas where the robot still needs improvement,” said DataBeyond’s Mo Zhuoya. “Bridging the gap between R&D and industrial deployment requires engineering experience. We will accelerate product iteration and conduct longer global livestreams.”

About DataBeyond

DataBeyond develops AI-powered optical sorting equipment and robotic solutions for recycling and solid waste processing. The company integrates AI and multisensor technologies to improve material separation and support resource recovery.

Media Contact

Felix WU
marketing@databeyond.com

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