Luxe.CO Intelligence recorded 256 updates on 464 sports & outdoor brands (Jan–Feb 2025)
From this research, Luxe.CO Intelligence has selected the TOP 4 most noteworthy brand cases, offering exclusive insights into key trends shaping the sports and outdoor industry today.
In an increasingly competitive market, this edition’s selected cases exemplify four key brand operation strategies:
- Amplifying athletes’ voices as the brand’s voice – NIKE
- More creative marketing formats – Garmin
- Strengthening niche market recognition – Fila Kids
- Tying brand identity to classic color visuals – New Balance
1. NIKE Releases New Brand Campaign “You Can’t Win. So Win,” Celebrating Female Athletic Power
Luxe.CO Intelligence Insights:
In recent years, women have become an undeniable force, reshaping traditionally male-dominated sports and driving rapid growth in the female sports market. More brands are now engaging in female-focused social topics and addressing women’s unique consumer needs.
“You can’t put yourself first, can’t be aggressive, can’t be emotional, can’t be too ambitious, can’t ask for too much, can’t be proud…” – each phrase in Nike’s latest campaign video touches on real-life criticisms that many women face.
Nike directly addresses these challenges by showcasing women athletes who rise above doubt to lead, dominate, and redefine sports. Through their voices, Nike delivers a powerful message to all women:
“If they say you can’t win no matter what you do, so win. Whatever it takes.”
“You can’t win. So win,” encapsulates the spirit of Nike’s latest brand film, which has sparked strong emotional resonance among female audiences on social media.
Nike’s Chief Marketing Officer, Nicole Graham, stated: “We are at our best when we are representing the voice of the athlete and their voice becomes our voice.”
Nike is continuously expanding its investment in the women’s market, including:
- Partnering with SKIMS to launch the Nike SKIMS women’s sportswear collection
- Introducing the Nike After Dark Tour, a global night-running event for women
In China, Nike has signed top female athletes such as Li Na, Zheng Qinwen, Wang Shuang, and Wang Shanshan and remains a long-term partner of the Chinese women’s national soccer and basketball teams. By sponsoring these athletes and competitions, Nike strengthens its connection with female consumers.
By leveraging its brand influence to help break societal constraints on women’s roles, Nike is positioned for long-term and deeper engagement with female consumers.
2. Garmin Hosts 2025 “让运动发声(translation: Let Sports Speak)” Stand-Up Comedy Event at Shanghai JZ Club
Luxe.CO Intelligence Insights:
Beyond the sports arena, what other engaging settings can sports brands use to connect deeply with consumers?
Garmin, a leading smart sports wearables brand, tapped into China’s booming stand-up comedy scene by hosting an event at Shanghai’s JZ Club. The “Let Sports Speak” show featured popular comedians such as Mao Dong, Wang Junlin, Mark, and Lajiao, who shared personal sports-related stories from 2024 and how Garmin devices supported their fitness journeys.
In recent years, stand-up comedy has surged in popularity in China, especially among young consumers. Its real-life storytelling, humor, self-deprecating tone, and strong relatability make it an effective way to relieve stress and bring joy to fast-paced urban life.
By incorporating Garmin’s smartwatches seamlessly into the comedians’ storytelling, the brand highlighted its product’s professional features and technological edge in a witty, entertaining way.
Compared to traditional celebrity endorsements or straightforward product demos, this creative approach resonates better with younger audiences and generates more engaging content.
As competition in China’s smart wearables market intensifies, differentiation through innovative marketing is crucial. While maintaining its brand DNA, Garmin’s insightful approach to young consumers’ lifestyles—prioritizing fresh, interactive, and engaging experiences—sets it apart.
This stand-up comedy event showcases Garmin’s deep understanding of its target audience, addressing their real pain points—such as getting lost during runs or inaccurate activity tracking—in a lighthearted yet impactful way.
3. FILA KIDS Opens First Roland-Garros Diamond Store in Chengdu Taikoo Li, Featuring a Tennis-Inspired Design
Luxe.CO Intelligence Insights:
With Zheng Qinwen’s stellar performance at the Paris Olympics, tennis is experiencing a resurgence in China.
In recent years, China has also seen the rise of a new generation of promising young tennis players. According to the International Tennis Federation (ITF), China currently ranks ninth globally in the number of junior players with ITF rankings.
Tennis is one of FILA’s three core elite sports.
As a century-old Italian sports fashion brand, FILA has a deep-rooted connection with Roland-Garros. Legendary players such as Björn Borg, Adriano Panatta, and Monica Seles all wore FILA apparel when lifting their French Open trophies.
Additionally, FILA was among the first brands to introduce color to the traditionally all-white tennis courts, significantly influencing the fashion aesthetics of the sport.
FILA has been actively investing in tennis in recent years:
- Served as the exclusive official apparel and footwear partner of the China Open from 2019 to 2022
- Hosted the FILA KIDS Diamond Cup Junior Tennis Challenge for three consecutive years, supporting the development of youth tennis in China
- Opened the FILA Biella tennis concept store at Shanghai Gate M West Bund Dream Center
With the launch of FILA KIDS’ first Roland-Garros Diamond Store, the brand is not only providing a premium shopping destination for professional tennis gear but also reinforcing its distinctive brand identity in the tennis sector. The store’s highly recognizable design further enhances consumer awareness of FILA’s deep-rooted heritage in the sport.
4. New Balance Launches First-Ever Upgraded Premium Retail Space, NB Grey R, on Shanghai Huaihai Middle Road
Luxe.CO Intelligence Insights:
NB Grey R is the upgraded version of New Balance’s premium retail space, NB Grey, and serves as the brand’s latest global flagship concept store, spanning 400 square meters.
The store’s interior design features stone and wood elements with a muted grayscale palette, aligning with New Balance’s iconic color identity.
New Balance’s signature “Original Grey” color, which is central to its MADE series, dates back to the late 1970s. Originally introduced to minimize visible dirt on running shoes in urban environments, its suede material improved durability and blended seamlessly with asphalt tracks.
Just as Hermès Orange, Tiffany Blue, and Rolex Green have become iconic brand colors, New Balance’s “Original Grey” is now instantly associated with the brand, a result of decades of strategic branding and design consistency.
Additionally, NB Grey R offers an expanded and more prominently displayed apparel collection, highlighting New Balance’s growing focus on apparel as a new business growth driver.
Following a record-breaking $6.5 billion in revenue in 2023, New Balance is now aiming for its next milestone: $10 billion in annual revenue.
Over the past year, New Balance has aggressively expanded and upgraded its store formats across China, including:
- Run Hub and Running Store, catering to professional runners
- NB1906, focused on sports fashion and lifestyle
- New retail concept stores and New Balance Kids
The opening of NB Grey R marks another step in New Balance’s ongoing premiumization strategy, reinforcing its position in the high-end market.
| Image Credit: Brand
| Editor: Elisa
