Sports Marketing
Entertainment Marketing


Running remains the core strategic focus sports category of XTEP. In the first half of 2017, XTEP continued to be the sportswear sponsor of the most marathons in China, sponsoring of 13 marathons and running events, including three XTEP Penguin Runs (特步企鵝跑) in cooperation with Tencent and the XTEP 321 Running Festival with a total of more than 280,000 participants, and it continued to have well-known Chinese track and field athletes to represent its professional sports products, such as Chinese 200m run record holder Xie Zhenye, and Chinese track and field Olympic gold medal winners Wang Zhen and Chen Ding. The Group successfully organized the second annual XTEP 321 Running Festival, as the one and only nation-wide running festival dedicated for Chinese runners. Three XTEP Crazy Runs were held respectively in Beijing, Changsha and Xiamen, and a large gala was broadcasted in the evening live on Southeast Television (東南衛視) and through major online live-steaming platforms, reaching over 20 million people in all. This festival best embodies the Group's goal of creating a running ecosystem showing both its professional sports image and its fashionable style.


XTEP continued to be the official partner of China Marathon (中國馬拉松官方合作夥伴) recognized by the China Athletic Association (中國田徑協會). It won the 2016 Contribution Award for Development of Marathon in China (2016 年中國馬拉松發展貢獻獎) and Contribution Award at Marathon Gala-China 2016 (2016年中國馬拉松年會貢獻獎) in March 2017. Recognizing its decade-long effort in promoting running in China, XTEP won the 2016 Most Popular Running Shoe Brand in China (2016年度最受歡迎中國路跑跑鞋品牌) at the 2016 Sina Running Ceremony (2016年度新浪跑步盛典) in May 2017.

Football continues to be an integral part of the Group's branding strategy to foster consumer embrace of XTEP’s professional sports image. The Group continued to sponsor national student football leagues in China, the XTEP China College Futsal League for the 6th consecutive year since 2011, the XTEP China University Football League for the 5th consecutive year and the China High School Football League, as well as several elementary school teams. XTEP will provide competition products to close to 17,000 participants each year.


Sports Celebrity Spokespersons


Xie Zhenye (謝震業): Xie competed in the 4x100m relay and 100m dash for the China team during the 2016 Olympics. He made history with his 4x100m relay teammates on 8 August 2015 at the Beijing IAAF World Championships, setting the best results ever achieved by an Asian team. The relay team beat USA and won Gold at the 2017 IAAF Diamond League Monaco. He refreshed the Chinese Men’s 200m record previously also held by him with a 20.40 seconds finish at the IAAF Diamond League Shanghai on 13 May 2017.


Wang Zhen (王鎮): Wang won the Men’s 20km race walk title at the 2016 Olympics and became the third Chinese male athlete to win an Olympic gold medal in track and field. He was the gold medalist of the 20km race walk at 2014 Incheon Asian Games and the bronze medalist at the 2012 Olympics.



Andriy Shevchenko: Shevchenko is the head coach of the Ukrainian National Team. He formerly played for FC Dynamo Kyiv, A.C. Milan, Chelsea F.C. and the Ukrainian national team as a forward. Shevchenko held a record of total 375 goals during his 18 years football career. With 175 goals scored for A.C. Milan, Shevchenko is the second highest scorer in the history of the club. Shevchenko’s career has been highlighted by many awards, the most prestigious of which was “European Footballer of The Year” in 2004.



Chen Ding (陳定): Chen was the first-ever Chinese gold medal winner of the 20km race walk event at the 2012 Olympics, and the second Chinese male athlete to win an Olympic gold medal in track and field. He also competed in the 20km race walk at the 2016 Olympics.



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 2016 was the Olympics and IAAF World Championships. Olga Rypakova is one of the world’s leading triple jump athletes, and won Bronze Medal in the summer 2016 Olympics. She was the Gold medalist at the 2012 Olympics.