A sports nutrition brand incubated by Mengniu has received investment from Li Ning.

Maisheng, a sports nutrition brand incubated by Mengniu, has introduced another batch of industry shareholders.

Recently, professional sports nutrition brand Myson announced the completion of a nearly 100 million RMB Series A+ financing round. Investors in this round include CITIC Agriculture Industry Fund, Li-Ning Company, and Extraordinary Sports. The funds will be used for product research and development, the construction of professional sports venues, user education, channel expansion, and supply chain and organizational capacity building.

This is the second round of financing of nearly 100 million yuan completed by Maisheng in less than a year. In November 2025, Maisheng announced the completion of a nearly 100 million yuan Series A financing, led by Xianle Health, with Hillhouse Capital and Mengniu Venture Capital participating.

With the addition of existing shareholder Mengniu Group, Maisheng's shareholders now cover multiple fields including dairy products, nutrition and health, sports footwear and apparel, and industrial investment.

Maisheng is a professional sports nutrition brand incubated by Mengniu. The brand initially entered the market with liquid protein, and its current product line includes liquid protein, energy gels, liquid salt tablets, beetroot, and tart cherries. Maisheng has deployed hundreds of "Maisheng Energy Stations" in hundreds of venues and training spaces, displaying supplementary products according to different needs before, during, and after exercise.

According to information disclosed by Mengniu, the group previously provided Maisheng with support in areas such as R&D platforms, supply chains, and quality control systems. For Mengniu, Maisheng represents an attempt to extend its reach from traditional dairy products to functional nutrition.

Compared to the previous round which brought in nutrition and health companies and market-oriented investment institutions, the investors in this round of financing are closer to the sports consumption scenario.

Li Ning Company's main business covers professional and casual sports shoes, apparel, equipment and accessories, and it has resources in sports products, retail channels and event marketing; Extraordinary Leap operates multi-brand footwear and apparel and sports experience businesses, and is also the single largest shareholder of Li Ning Company.

The sports nutrition market is becoming increasingly crowded. Products such as protein supplements, electrolytes, and energy gels have relatively low barriers to entry, leading traditional dairy companies, food and beverage companies, and emerging consumer brands to accelerate their expansion.

Brands not only need to compete for online traffic, but also need to continuously invest in user education in niche scenarios such as running, cycling, triathlon, and comprehensive physical training.

Therefore, the clearer signal released by this round of financing is not that Li Ning Company has crossed over into the sports nutrition business, but that the industrial connection between sports footwear and apparel, event scenarios and nutritional supplements is strengthening.

Whether Maisheng can transform shareholder resources into sales channels and stable repeat purchases will still depend on product capabilities, the degree of cooperation implementation, and the efficiency of market education.

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