Sports Brand Marketing Helps China's Fashion Shoes Make a Difference

The sports arena is also a marketing battleground for brand owners - in addition to the athletes on the court, there are also competing brands. The 26th World University Games was opened in Shenzhen last week as the global multi-project sporting competition next to the Olympics. Several delegations from Europe, America, Southeast Asia, Africa and other places were wearing Quanzhou Sports Equipment. Local sports brands are This eye-popping event was made at this international event.

When the US-British Legion was covered with Quanzhou shirts, the sponsors of the Olympic Games and the Universiade have always been the patents of international big brands. Now, with the rapid rise of many sports brands in China, the monopoly of European and American brands on international competitions is being broken down. Domestic sports brands are active in the public view. From the sponsoring of popular sports events to signing well-known athletes at home and abroad, the strong rise of local brands is changing the market pattern of foreign brands, which is reflected in the Shenzhen Universiade, in which the US delegation of the traditional sports power is the first Wearing Chinese brand equipment has become the biggest highlight.

As the number one economic power, the United States has always maintained a dominant position in sports and economics, and its performance has always been an international focus. The sponsorship of sports marketing is nothing more than focusing on teams and players in sports events, and the US delegation has always been a sponsor of major European and American brands. In the past, domestic brands sponsoring the U.S. delegation could only be a kind of extravagance talk. However, at this Universiade, the brand special step from China actually inserted the brand banner into the U.S. team. The Chinese brand completed the first time for the U.S. national delegation. This sponsored resource is preempted.

It is reported that the sponsorship of the XBGC was entirely an “elite line.” The sponsored three national teams, the United States, Britain, and South Korea, are both big gold medal winners of the Universiade. Especially during this period, the US team, as a sports power, attached great importance, sent 435 people to participate in the most powerful lineup in history, and sent many excellent stars to basketball, track and field and swimming and other advantageous projects. As the host of the next year's London Olympics, the English Universe is also the largest Universiade in its history. The neighboring country, South Korea, also sent a large-scale delegation with absolute advantages in taekwondo and archery projects. This group of players from the three countries all wore special sponsored equipment and swayed their vitality at the Universiade.

According to reports, Xtep, in addition to the U.S. and British university student delegations, has become a partner in the U.S.-British sports delegation for university students and the only designated apparel supplier for awards. It is also an American college student tennis team partner and the only designated competition apparel supplier.

Regarding the choice to cooperate with the delegations of the United States and the United Kingdom, Ye Xie, senior vice president of Xtep, stated: “The delegations of university students from the United States and the United Kingdom are traditional sports teams and have a great appeal. We not only value their outstanding performance, but also Because of their youth, passion, and vitality, they can vividly interpret the brand spirit of fashion and sports."

Mr. Andy Hibbert, head of the delegation of British university students, said: “The cooperation with Quanzhou enterprises on the one hand is impressed by the excellent quality of Chinese brand professional products. On the other hand, it is also because of the fashion appeal and sports brand appeal of partners. There is a high degree of resonance with the passion, struggle, and enterprising spirit that have been advocated by the delegations of university students from both countries."

A large number of foreign delegations were sponsored by Quanzhou. According to incomplete statistics, the number of delegations sponsored by Chinese brands reached 32, accounting for more than 20%, and most of them were sports brands from Quanzhou.

The reporter learned that Peak, Jordan, Lu You, King Addi and other companies have also signed various delegations to show their style on the Universiade stage. The current Shenzhen Universiade, although not sponsoring too many teams, but Jordan Sports still attracted a lot of eyeballs, because Jordan Sports sponsored two sports teams - China and Russia. As a long-term strategic partner of the Chinese University Sports Association, Jordan has been sponsoring the second consecutive Chinese university student delegation to the Universiade.

Peak Company sponsored delegations such as Uruguay, Serbia, and Africa General Union. Although not an absolute sports force, these three teams will also bring huge popularity and attraction to Peak. Serbia is the host country of the last Universiade, the African General Federation is a common “black horse” production site at the Universiade, and the Uruguayan delegation in Peake blue sportswear has already earned enough popularity at the opening ceremony: When entering the venue, the Uruguayan delegation made a banner "Thank you for Shenzhen! Uruguay loves you". It not only remembered this unique team, but also made people remember the Chinese brands they wore.

The company is sponsored by the University of Ireland, Slovenia, and Kenya. During the Universiade, the three countries’ delegations will participate in social activities, commercial activities, and attendance at the opening ceremony, closing ceremony, award ceremony and press conference, media interviews and other occasions will wear brand products provided by Meike.

In this Quanzhou brand of the Universiade, there is a new face that many people are not familiar with - King Addi. The brand provides the Norwegian, Hungarian and Panamanian delegations with a full set of sports equipment, including award-winning clothing, as an official partner. In addition, Luyou Sporting Goods Co., Ltd. also sponsored the Spanish delegation of the European team.

361° can be described as a heavy investment in the Universiade. It is an effort to build it. It has become the first domestic brand to fully sponsor international large-scale events, and has also become the most sponsored delegation. As the global partner of the Shenzhen Universiade, 361° has the largest team of national representatives. It not only supplies torch suits, official sports uniforms, and official dress uniforms for the Universiade, but also Bulgaria, Belarus, Sweden, the Czech Republic, the Netherlands, Mongolia, Poland, Sponsors were provided by university athletes from 16 countries including Singapore, Serbia, Germany, Italy, the Philippines, Jamaica, Lithuania, Switzerland, and Belgium.

Luo Shijin, chief advisor of Shanghai Hao Yang Communication, believes that the Universiade is a global sports event. Quanzhou sports brands have a very keen sense of business. The active participation of the Universiade is an upgrade of Quanzhou regional brand marketing. Industry leading brands use capital advantages and resource advantages to establish absolute communication advantages. These brands, through the power of integration, sponsored teams from multiple countries, focused on explosive brand marketing, and provided examples and samples for sports marketing of other brands. An international event like the Universiade will become a regular stage for marketing and promotion of Quanzhou brand. The next Olympic Games in London will probably continue to appear in many Quanzhou sports brands. As for the effectiveness of specific marketing, it depends on the integration capabilities of various companies. .

Apart from the teams on the sponsorship field, there are many other brands that also provide special events on the off-site.

In response to this Universiade, Xtep launched an event named “Finding a Different Paparazzi” to support the Universiade. This activity is mainly through online registration, soliciting private photographers and acting as a special photographer for the special Universiade. The first phase of the selection process was formally launched on July 6th. It focused on recruiting photographers in Shenzhen, Guangdong, and surrounding areas. After a series of online voting and professional evaluations, a group of photographers were selected. The second phase after the end of the photographer recruitment period is the online selection of “Who is a type of person”. Users can express their opinions on the event website and support their favorite athletes and photography.

Jordan company also held related supporting activities in this Universiade. The company set up a reception center for the Chinese delegation of the "New Forces, Cutting-edge China" Universiade next to Da Yun Cun. According to Huang Tao, Brand Director of Jordan Company, the reception center will host the theme activities related to the Chinese delegation and the Jordan Universiade delegation and equipment sponsor Jordan Sports. In addition to the theme activities, the reception center will also host the “China Champions Square” and society. People from all walks of life and delegations from all walks of life exchange visits, media receptions and other daily activities.

In addition, the center also set up a champion hand wall for the Chinese delegation of the 26th World University Games. Each gold medalist will leave a champion's thumbprint here. In response to the winning team, Jordan also initiated the Universiade's cutting-edge donation scheme. For each project medal awarded by the Chinese delegation, Jordan Sports will donate 30,000 yuan for the gold medal, 20,000 yuan for the silver medal, and 10,000 yuan for the bronze medal to the athletes. Half of the activities will be donated in the name of athletes to the China Youth Development Association's “Project Hope Jordan Sports”, to support young friends in poor areas to participate in sports activities; the other half will be used as scholarships for medal winners. Encourage athletes to participate in sports.