To celebrate the Year of the Snake, leading sports and outdoor brands are actively incorporating local cultural elements, showcasing their interpretations and creative reinventions of Chinese traditions from various perspectives. For instance, ARC’TERYX pays tribute to Snake Fist martial arts, Salomon and The North Face highlight the history of the Pan Hui pattern, Li Ning collaborates with the Forbidden City, ANTA encourages people to rediscover the traditional beauty of their hometowns, and adidas showcases traditional archery.
Some brands combine the uplifting and determined spirit of sports with the festive atmosphere of bidding farewell to the old and welcoming the new, inspiring people to strive for a better version of themselves in the new year. For example, lululemon launches its “Spring Forward” campaign, while Wilson encourages “Self-Transformation.”
Others take a more straightforward yet heartfelt approach by sending warm New Year wishes to connect with consumers on a personal level. On Running incorporates its brand name into auspicious greetings, while FILA wishes everyone a “New Year, New Energy.”
In this article, Luxe.CO has selected ten notable Chinese New Year marketing campaigns from sports and outdoor brands, exploring how they infuse the holiday spirit with positive energy.
1. Paying Tribute to Traditional Culture
ARC’TERYX: Snake Fist
Canadian premium outdoor brand ARC’TERYX recognized the similarities between traditional Chinese Snake Fist martial arts and the brand’s deep-rooted expertise in ice climbing.
ARC’TERYX athlete Zhou Peng and Ling Yun, an intangible cultural heritage inheritor of Emei martial arts, journeyed to the eastern foothills of the Pamir Plateau in Xinjiang, scaling the world-renowned “Father of Glaciers,” Muztagh Ata. At high altitudes, they showcased the dynamic fusion of hardcore ice climbing and the fluid movements of Snake Fist. In a short film released by ARC’TERYX, the rhythmic strikes of an ice axe against the glacier seamlessly mirror the swift and agile motions of Snake Fist, with the martial art’s body techniques reflecting the climbing routes on the ice wall.
Snake Fist embodies the wisdom of the snake in Eastern philosophy—keen observation and decisive action. On the vast snowy terrain, Ling Yun moves with agility, swiftly navigating the space—sometimes patiently waiting for the perfect moment to strike, other times unleashing powerful, expansive movements. Similarly, Zhou Peng remains composed in the face of the unpredictable icy conditions of high-altitude climbing, where every ice axe placement and every foothold requires precise calculation and judgment.
Reflecting on the experience, Ling Yun shared that the journey gave her a newfound appreciation for both Snake Fist and ice climbing: “Both require exploring the unknown, embracing nature, and pushing physical limits. Years of training must translate into an inner sense of calm, always prepared to strike forward with determination.”
Additionally, ARC’TERYX collaborated with artist Romon Kimin Yang (also known as ROSTARR) to launch a special Chinese New Year edition of its legendary hard-shell Alpha SV jacket. The core design draws inspiration from the upward movement of the wooden snake, symbolizing the spirit of exploration and freedom.
Salomon: Panhui Pattern
French outdoor brand Salomon introduced its new Chinese culture series, Yi Si – Panhui, with a campaign themed around mountains and the spirit of exploration.
Salomon highlighted the traditional virtues associated with snakes in Chinese culture, values that align with the brand’s philosophy and resonate with outdoor enthusiasts today. Those who embrace nature and tackle its challenges hope to embody the snake’s resilience, determination, and intelligence—qualities essential for overcoming the obstacles the wilderness presents.
The Yi Si – Panhui campaign featured a short film titled Tao of the Mountains, starring Salomon’s first-ever outdoor style ambassador Bai Jingting alongside elite athletes Yao Miao, Zhang Huohua, Xie Wenfei, and Zi Juwei, showcasing the mindset and spirit of outdoor adventurers.
Salomon also incorporated the Panhui pattern into its signature mountain-style outdoor gear, blending traditional Chinese cultural aesthetics with modern mountain fashion.
The Panhui pattern, also known as the “snake pattern,” is a classic motif found on bronze artifacts from the Spring and Autumn and Warring States periods, featuring coiled snake-like designs arranged in geometric patterns.
The North Face: Shanghai Museum’s “Double-Dragon Jade Pendant”
American outdoor brand The North Face collaborated with Shanghai Museum, drawing inspiration from the Double-Dragon Jade Pendant featuring the Panhui pattern to create limited-edition Chinese New Year merchandise, including red envelopes, incense sets, and tea sets.
The brand hosted an educational event on the ancient Chinese Panhui pattern, inviting experts from Shanghai Museum to engage directly with The North Face members. The session explored the evolution of the pattern and its significance while offering a hands-on experience in crafting traditional Chinese New Year knotwork.
The North Face also launched the “New Year Transformation” apparel collection, inspired by the Pan Hui pattern. The brand interprets the motif as a symbol of rebirth and transformation, aligning with the theme of embracing change in the new year.
Additionally, The North Face collaborated with comedian and brand ambassador Fu Hang to produce a New Year short film. The campaign featured a pop-up skiing event at Harbin Ice and Snow World, where Fu Hang appeared in an ICON 1996 NUPTSE down jacket adorned with the Pan Hui pattern, encouraging audiences to embrace personal transformation in the new year.
Li Ning: Forbidden City
Chinese sports brand Li Ning partnered with the Palace Museum (Forbidden City) to launch a limited-edition sneaker, the 001 BTC Forbidden City Collaboration. The shoe’s intricate design draws inspiration from the iconic Forbidden City architecture, incorporating elements such as the silhouette of the Hall of Supreme Harmony and embossed lattice window patterns inspired by traditional San Jiao Liu Wan Ling Hua motifs. The shoebox design also features classic window lattice patterns from the Forbidden City.
Brand ambassador Xiao Zhan starred in two New Year campaign films, shot against the backdrop of the Forbidden City’s iconic red walls and golden rooftops, bringing to life the mythical guardian beasts on the palace eaves as he explores the historic site.
Additionally, Li Ning teamed up with track athlete Xia Yuyu and Olympic diving champions Wang Zongyuan, Quan Hongchan, and Chen Yuxi to release the “Training for Good Fortune” campaign. The video captures various New Year traditions, from playing basketball in hutongs and alleyways to Mahjong games and festive gatherings, all tied together with lucky-themed sportswear.
ANTA: Discovering the Beauty of Hometown Traditions
ANTA launched the 2025 “Year of the Snake” New Year collection and enlisted its global brand ambassadors—Wang Yibo, Guan Xiaotong, Fan Zhendong, and Olympic swimming champion Zhang Yufei—to release a series of short films encouraging people to rediscover the traditional beauty of their hometowns.
Each ambassador shared the unique traditions and local delicacies of their hometowns. Wang Yibo introduced Luoyang’s famous Water Banquet, a historic multi-course meal. Guan Xiaotong highlighted Beijing’s traditional soybean paste, dumplings, and temple fairs. Fan Zhendong showcased Guangzhou’s New Year’s Eve feast and the city’s Spring Flower Market. Zhang Yufei shared Xuzhou’s fragrant sachets and lantern festival.
adidas: Traditional Archery
German sportswear giant adidas, through its adidas Sportswear division, launched the 2025 Year of the Snake collection, featuring actors Chen Xiao, Ma Sichun, and Naerna Xi in a New Year campaign film portraying light sports and traditional festivities.
Naerna Xi, who plays the warrior Deng Chanyu in the upcoming epic film Creation of the Gods II: Battle of Xiqi, showcases her martial arts, equestrian, and archery skills in the adidas campaign. Her powerful stance as she draws the bow symbolizes strength and precision.
The campaign film also incorporates a variety of traditional Chinese New Year elements, including lion dances, drums, paper-cutting, sugar figurines, and firecrackers, capturing the vibrant essence of the holiday.
Luxe.CO Insights
ARC’TERYX, Salomon, and The North Face all delved deep into the cultural symbolism of snakes in China.
ARC’TERYX’s Chinese New Year campaign, centered around Snake Fist, embodies a profound convergence of Eastern and Western sports cultures. The ice climbing environment that ARC’TERYX specializes in originates from its birthplace—the Coast Mountains of Canada. By bringing this sport to China’s high-altitude peaks, the brand cleverly parallels the physical skills required for ice climbing with the intricate movements of Snake Fist.
Through this approach, the relatively unfamiliar sport of ice climbing gains new meaning within a Chinese cultural context. Leveraging the symbolism of the Year of the Snake and the martial art of the Snake Fist, this traditionally foreign activity becomes more relatable to Chinese consumers. This New Year campaign also serves as an opportunity for Chinese audiences to develop a deeper understanding of ARC’TERYX’s brand DNA.
Salomon and The North Face both focused on the ancient Chinese Panhui pattern, but each took a different approach.
Salomon explored the personified qualities of the snake, tying them to the spirit of outdoor adventure. This creative expression, infused with the energy of transformation, allowed Salomon to establish an emotional resonance with Chinese consumers during the New Year season. The campaign not only reinforced and spread the brand’s core values but also strengthened its emotional connection with local audiences.
The North Face, on the other hand, collaborated with Shanghai Museum, emphasizing the educational aspect of the Panhui pattern. Through this partnership, The North Face provided its brand members with an informative and enriching holiday experience.
Meanwhile, Li Ning, ANTA, and adidas explored the landmarks and folklore of different regions in China. From the Forbidden City to archery, drumming, and local traditions, these brands not only highlighted the vast richness of Chinese culture but also skillfully incorporated their light sports philosophy into vibrant and diverse New Year celebrations—encouraging people to welcome the new year with a positive and healthy mindset.
2. Encouraging Personal Growth
Lululemon: Spring Forward
Canadian athleisure brand Lululemon released its Chinese New Year short film, Back to Spring.
Directed by young filmmaker Fan Qing, the film stars singer-songwriter and actress Li Yuchun, alongside table tennis athlete Ni Xialian, young actor Wu Hankun, Chinese podcast group Random Walk, and tennis coach Jojo, representing different generations and walks of life.
Filmed in Chongqing and Yunnan, the short film captures individuals from various fields as they embrace the call of spring, courageously stepping forward to face new surprises, challenges, and personal growth.
After 20 years in the workforce, Li Yuchun has become more resolute in her pursuit of returning to the vitality of spring. At 62 years old, Ni Xialian’s youthful mindset continues to inspire people to find their own “spring” time and again. Actor Wu Hankun, who is currently in the spring of his life, hopes to stay present and explore the world with curiosity.
The short film was released alongside the original single Back to Spring, composed by independent musician Ding Ke.
Wilson: Self-Transformation
American tennis equipment giant Wilson launched a 2025 Year of the Snake Limited Edition Set and invited Chinese and international athletes, as well as sports influencers, to participate in a special New Year video titled The Gift of Game.
The video opens with a thought-provoking question: “The snake symbolizes transformation. In the new year, how do you hope to transform yourself?”
More than ten of Wilson’s brand partners share their reflections, aspirations, and goals for personal growth in sports, work, and life.
Luxe.CO Insights
Chinese New Year is the most important traditional festival in China, marking a crucial time for bidding farewell to the old, reflecting on the past, and looking ahead to the future. The festive atmosphere of renewal and prosperity aligns perfectly with the spirit of sports and outdoor brands, which promote positivity, self-improvement, and the courage to embrace challenges.
Lululemon cleverly used the character “spring” (春) as the focal point of its campaign. In Chinese culture, spring symbolizes renewal and new beginnings, representing vitality and energy. Wilson, on the other hand, built its campaign around the theme of “transformation,” inspired by the symbolism of the snake in Chinese tradition—representing wisdom, adaptability, and rebirth.
Whether it is Lululemon’s theme of “spring” or Wilson’s message of “transformation,” both campaigns encourage people to become better versions of themselves in the new year. These brands not only captured the festive spirit of Chinese New Year but also seamlessly integrated their sports philosophies into the celebrations, allowing consumers to experience the positive energy these brands bring while enjoying the holiday.
3. Spreading New Year’s Blessings
On: Pinyin-Inspired Festive Greetings
Swiss performance sports brand On launched its 2025 Chinese New Year limited-edition collection, accompanied by the “Every Blessing Has On” campaign.
On released a series of social media short films creatively blending sports—such as running, tennis, and fitness—with traditional Chinese New Year customs like red envelopes, fireworks, and dragon and lion dances. At the same time, the brand designed a set of Chinese New Year greetings incorporating the pinyin “On,” such as “一炮而红 (Yi Pao Er H(On)g),” “鸿运当头 (H(On)g Yun Dang Tou),” and “其乐融融 (Qi Le R(On)g R(On)g).”
Additionally, On launched an interactive social media campaign called “Blessings Everywhere with On.” Users were encouraged to find and take photos with street signs featuring “On” in pinyin and post them online to receive official brand blessings.
On is also hosting “Blessing Runs” and “Zodiac Runs” in eight cities across China, where participants will receive Year of the Snake good fortune scrolls.
This marks On’s first-ever Chinese New Year campaign exploring traditional culture and launching a festive brand initiative in China.
FILA: Welcoming New Energy in the New Year
Italian fashion-sports brand FILA collaborated with global brand ambassador Jackson Yee, honorary brand partner Yang Mi, and fashion sports ambassador Huang Jingyu to release a series of Chinese New Year short films, offering festive blessings such as “祥运盈门，好事成叕” (“A Doorway Filled with Fortune, All Good Things Multiply”) and “自洽，合意，纳正气” (“Inner Harmony, Fulfillment, and Positive Energy”). The short films incorporated traditional Chinese cultural elements, including shadow puppetry, ink painting, and martial arts, creating a festive atmosphere rich in heritage.
At the same time, FILA hosted a Chinese New Year pop-up event at Sinan Mansion in Shanghai, themed “Double Luck, Welcoming New Energy” for the Year of the Snake. A giant red snake installation was placed at the entrance, while multiple red-themed interactive spaces were set up for visitors to enjoy activities like hopscotch and capsule toy games, providing a fully immersive holiday experience.
Luxe.CO Insights
During Chinese New Year—China’s most significant holiday—sending auspicious greetings is the perfect way to connect with consumers. At this special time, On and FILA chose to express their festive wishes in a simple yet sincere manner.
On’s clever wordplay brings a smile to consumers’ faces, seamlessly integrating the brand name into a Chinese linguistic and cultural context, reinforcing brand recognition. Additionally, On leveraged its sports community network to activate local engagement, hosting offline events across multiple cities while tailoring city-specific greetings to enhance consumer resonance with regional traditions. This deepens the brand’s emotional connection with its audience.
FILA also adopted a diverse approach, combining New Year short films with immersive offline experiences. By creating a festive pop-up space, FILA offered consumers an opportunity to engage in interactive New Year games, enhancing brand interaction and participation.
Both brands successfully spread warmth and positive energy during the festive season. Through simple yet heartfelt messaging and creative activations, they strengthened the emotional bond between their brands and consumers, making their New Year campaigns both meaningful and engaging.
| Image Credit: Official WeChat and Weibo accounts of the respective brands
| Editor: Zhu Ruoyu
