Sports Marketing
Entertainment Marketing

Sports Marketing

XTEP is a professional sports brand that enhances mass market consumers’ ability to compete in world class marathons and provides the flexibility to look fashionable in everyday life. After transforming the brand into a professional sports brand since 2015, the Group has solidified XTEP as the “Chinese Runners’ Favorite Brand”. In 2017, XTEP continued to carry the title of the sportswear sponsor for the most number of marathons in China for the third consecutive year, with 29 major marathons in major cities such as Beijing, Tianjin, Chongqing, Xiamen and other 11 additional mass-participation running events sponsored, including 10 XTEP Penguin Runs in cooperation with Tencent and the XTEP 321 Running Festival. 40 running events total attracted 670,000 runners, and XTEP Penguin Runs had over 90 million invitees. The acceptance of our brand as a professional sports brand was demonstrated by XTEP topping domestic brand ranking in Joyrun research in the top three marathons in China again, as well as gaining market share by having 10.5% market share in Beijing Marathon, 9.1% in Guangzhou Marathon and 20.0% in Xiamen International Marathon*.

*Source: Joyrun: market share of footwear worn by runners, who finished full marathons


The Group successfully organized the second annual XTEP 321 Running Festival as an annual national celebration of runners and hosted three XTEP Crazy Run in Beijing, Changsha and Xiamen, and a large gala in the evening to promote this one and only running festival for Chinese runners, which attracted over 20 million participants and further tied XTEP's brand closer to running.

Sports Celebrity Spokespersons

In 2017, the Group has added two Chinese track and field Olympic medalists to our sports celebrity lineup, Wang Zhen and Cai Zelin, who won first and second place respectively in the 20km race walking competition during the 2016 Olympics. XTEP continues to regard top Chinese track and field athletes as the best personification of our brand’s emphasis on running.



Cai Zelin (蔡澤林): Cai finished second in the Men’s 20km race walk at the 2016 Olympics, and was also the silver medalist of Men’s 20km race walk at the IAAF World Race Walking Cup in 2014.


Kazakhstan National Track and Field Team: XTEP sponsored competition sportswear for Kazakhstan’s National Track and Field Team, where the whole team wore XTEP clothes during all world competitions, notably in 2017 was the IAAF World Championships in Athletics. Olga Rypakova is one of the world’s leading triple jump athletes, she won bronze at the 2016 Olympics.