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.

   

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 29 August 2015 at the 15th IAAF World Championships in Beijing, setting the best result ever achieved by an Asian team. The relay team beat USA and won Gold at the 2017 IAAF Diamond League Monaco. He won three gold medals in men’s 100m and 200m dash and 4x100m relay at 2017 National Games of China, becoming the fastest man in China.

   

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.

 

   

Wang Zhen (王鎮): Wang won the Men’s 20km race walk title at the 2016 Olympics and was 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.

 

   

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.