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Chinese brands a big hit at Rio Olympics

Chinese sports brands have thrown themselves into the Brazil Olympic Games, sponsoring the event itself and supplying apparel for athletes from more than ten countries. For example, 361 Degrees is an official games sponsor and is providing official clothing to the thousands of volunteers and technicians who will ensure the event runs smoothly. It has also more than doubled the number of places its goods are sold in Brazil, to 900.

The brands that medal-winning athletes wear always become popular after the games. That’s what Peak Sport Products, which is sponsoring apparel and footwear for athletes from various countries, believes. Chinese brands may use the games to gain international recognition, but whether the returns are worth the investment is open to question. This aggressive expansion is a risky strategy. Sportswear sales don’t really rise after a brand attaches itself to these types of global events. And Brazil may not be the place to have hopes pinned on because the economy there is weak and local brands are also very competitive.

Apart from this, Chinese brands have a lot of fine tuning to do. Many don’t have defined strategies. One brand, for example, has dithered terribly over the years, with eight different taglines in ten years.

 
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