Sports Marketing
Entertainment Marketing

Entertainment Marketing

XTEP brand image on lifestyle sports products is highly relatable to fashionable street-wear. In 2017, the Group organized its first annual “XTEP Storming the Streets” (特步熱煉工場), a street sport event incorporating skateboarding, street basketball, and cage football competitions. The two-day event attracted over 1 million participants, and helped increase XTEP brand’s street-fashion exposure among consumers and through online media. The growing popularity of these original IP sporting events takes XTEP beyond products to truly establishing itself as a sports brand platform.

Entertainment Celebrity Spokespersons

As the first sports brand to employ entertainment celebrities to represent the brand, the Group continues to regard this channel as crucial to expose XTEP to those who are seeking more fashion oriented sportswear or those who are only beginning to participate in sports activities. We added Zhao Liying and Lin Gengxin in 2017, who are both highly ranked in their ability to generate media and social media hot topics. All of our celebrity Spokespersons carry a positive, young and energetic profile, which perfectly fits the brand image of XTEP.

Zhao Liying (趙麗穎): One of the most popular Chinese actresses, Zhao won national fame for her lead role in the TV series “The Journey of Flower” (花千骨). Zhao gained the title of “100 billion queen” (“千億女王”) in 2016 for her gaining 100 billion combined online views for all the TV series she appeared in. In 2016, she won the Audience’s Choice for Actress at 28th China TV Golden Eagle Award (第28屆中國電視金鷹獎), the most highly regarded TV award in China. In 2017, she won the TV Series Actor of the Year at China TV Series Quality Awards (中國電視劇品質盛典), the College Student’s Choice Actress award at the 24th Beijing College Student Film Festival, as well as the Most Valuable Actress (年度最具價值女明星獎) according to 2017 Film Star Value Report by CCSmart (新傳智庫發佈的2017中國影視明星價值報告).
  Lin Gengxin (林更新): One of the most popular young actors in China, he impressed audiences with his TV Series debut in “Each Step Escape” (步步驚心), which was awarded the Most Popular Foreign Drama of the Year at the Seoul International Drama Awards 2012 (2012年首爾國際電視節). In 2017, he gained enormous popularity overnight by playing the male lead in “Princess Agents” (楚喬傳), together with another XTEP spokesperson Zhao Liying. This was the first ever Chinese drama to break 42.9 billion views online.
  Nicholas Tse (謝霆鋒): A widely-known artist and young accomplished entrepreneur, Tse was XTEP’s first celebrity spokesperson, and has remained our spokesperson for over a decade. As an actor, Tse has won the Hong Kong Film Award for Best New Performer in 1998 and Hong Kong Film Award for Best Actor in 2011. In 2017, he won the award for Highest Media Attention Actor of the Year at the 19th Shanghai International Film & TV Festival, for his performance in the film “Heartfall Arises” (驚天破). His ties with XTEP have continued to blossom, where he became a Shareholder in July 2016 and will deepen our long-standing working relationship in the areas of product development and marketing and promotion.
  Jiro Wang (汪東城): A Taiwanese singer and actor, he gained popularity as a member of the former Taiwanese boy-band Fahrenheit and has over 16 million page views on his Baidu Baike page and around 16 million followers on his official Weibo account. He has been based in Mainland China in recent years, his positive and sporty image attracts a young audience that coincides with XTEP’s target consumer. He has been in a variety of reality TV shows, TV series and movies. He won the Best Actor of the Year at Migu G-Ker Awards & Gala (咪咕‧G客網絡視頻年度盛典) for his performance in Youku-Tudou original movie “Rakshasa Street” (鎮魂街) in 2017.