NW Unicorn LLC has strategically positioned itself for growth in the U.S. footwear market by appointing Jianming (Nicolas) Li as Lead Designer, tasking him with driving brand development at two influential industry events. Li's appointment highlights the company's commitment to innovative design and market expansion in specialized footwear segments.
At the Footwear Show New York Expo (FSNYE) 2025, Li will lead the U.S. launch of PIGYPIGY, the company's children's barefoot footwear brand. Scheduled for December 1-3, 2025, at the Metropolitan Pavilion, the event represents a critical opportunity for introducing the brand to key retailers and industry stakeholders. Li will be responsible for presenting the 2026-2027 product line and conducting essential market research to establish PIGYPIGY's market positioning.
Simultaneously, Li has been invited to serve as Footwear Design Director for the BLACK CICADA project at the Barefoot Shoe Expo 2026. This specialized event, the world's only trade show exclusively dedicated to barefoot and minimalist footwear, attracts over 120 global brands focused on health-driven design. His role will encompass developing the inaugural barefoot collection and driving technical innovation.
Li brings substantial credibility to these roles, having received multiple prestigious design awards, including the 2024 Global Footwear Award and the 2025 IDA Design Award. His work has been recognized internationally, with showcases at major fashion weeks in Paris, Shanghai, and Guangdong, and features in prominent publications like ELLE China and Harper's Bazaar China.
NW Unicorn LLC's President, Wayne Alan Hsu, emphasized the strategic importance of Li's appointment, noting that his exceptional talent and vision will guide the company's brands into the U.S. market and establish new standards for creativity and commercial success.
The two events Li will participate in—FSNYE and Barefoot Shoe Expo—are considered cornerstone platforms in the footwear industry. FSNYE/FFANY Market Week is renowned for shaping market trends and facilitating critical industry partnerships, while the Barefoot Shoe Expo represents the global epicenter of innovation in minimalist and anatomically designed footwear.
Li's multifaceted role reflects a broader industry trend toward specialized, health-conscious, and design-forward footwear. By focusing on children's barefoot and minimalist shoe designs, NW Unicorn LLC is positioning itself at the intersection of wellness, innovation, and fashion.
