On December 9, premium professional sports brand DESCENTE held its “The Next Peak” brand launch event at the Great Wall in Beijing. Luxe.CO was invited to attend.
Attendees included Ding Shaoxiang, Chairman of Descente (China) Co., Ltd.; Le Jun, President of Descente (China) Co., Ltd.; Li Wenge, Deputy Director of the Winter Sports Management Center of the General Administration of Sport of China; brand ambassadors Daniel Wu and William Chan; along with experts, enthusiasts, and advocates from the winter sports community. The gathering celebrated the brand’s key milestones and its partnership with winter sports against the backdrop of a stunning ice-and-snow-themed environment created by Descente.
Above (from left to right): Brand ambassador William Chan, Descente (China) President Le Jun, Deputy Director of the Winter Sports Management Center Li Wenge, Descente (China) Chairman Ding Shaoxiang, and brand ambassador Daniel Wu.
Set against the historic landmark of the Great Wall, the event showcased a captivating light and shadow show, product displays, guest discussions, and the first-ever Great Wall skiing challenge. It highlighted Descente’s technological innovation, design aesthetics, and core brand values rooted in skiing. The event also vividly illustrated five legendary “peak” stories, presenting the brand’s development journey and dedication to winter sports.
As temperatures in northern China drop sharply, a new winter sports season has officially begun. Skiing continues to gain popularity among Chinese consumers.
According to financial reports from Anta Group, Descente achieved over RMB 5 billion (approximately USD 685 million) in revenue in 2023, exceeding profit expectations. The brand aims to reach RMB 10 billion (approximately USD 1.37 billion) in revenue by 2026, making it Anta’s third brand to hit the 10 billion yuan milestone.
Skiing has always been central to Descente’s brand DNA and is one of its three core business pillars in the Chinese market. The brand name “DESCENTE,” derived from the French word for “descent,” reflects its skiing roots. Its iconic logo, featuring three arrows, represents the three basic skiing techniques: direct descent, diagonal descent, and traverse.
By integrating deeply with skiing scenarios, Descente continues to strengthen its brand presence in the winter sports economy and solidify its image among skiing enthusiasts.
Descente’s “Five Legendary Peaks”
Throughout its brand history, Descente has achieved five “legendary peaks,” symbolizing its milestones in winter sports and reflecting its relentless pursuit of excellence.
- The Peak of Craftsmanship: Born in Sapporo with the introduction of the first 3D-cut downhill ski suit, pioneering the integration of ski equipment with athletic performance.
- The Peak of Innovation: Unveiled the iconic rainbow ski suit at the 1976 Innsbruck Winter Olympics, setting new trends in ski equipment design.
- The Peak of Empowerment: Collaborated with the Swiss Alpine Ski Team starting in 1978, supporting the “team of champions” in reaching the pinnacle of Zermatt.
- The Peak of Breakthroughs: Helped the Austrian ski team break the world skiing record by two seconds with its “Magic Suit” in 1979, earning a podium finish at Chamonix.
- The Peak of Glory: Supported Chinese athletes in winning multiple medals, marking its legacy in Chongli with a golden chapter in winter sports.
These “Five Legendary Peaks” showcase Descente’s continuous innovation and deep expertise in ski equipment. The event culminated in a drone light show illuminating the Great Wall’s night sky, marking the start of Descente’s peak exploration journey.
Above: Drone light show featuring Descente’s Five Legendary Peaks
Empowering Athletic Performance and Promoting Winter Sports
At the launch event, Ding Shaoxiang, Chairman of Descente (China) Co., Ltd., delivered a keynote speech. He emphasized that Descente combines exquisite craftsmanship, technological innovation, and unique design aesthetics to create professional equipment that empowers winter sports athletes to surpass their limits and achieve remarkable results. Furthermore, Descente actively participates in promoting winter sports culture through professional competitions and sponsorships of ski resorts, aiming to share the unique charm and passion of winter sports with a wider audience. The brand aspires to serve as a bridge connecting winter sports enthusiasts globally, making winter sports not only a competitive discipline but also a lifestyle choice for many.
Above: Ding Shaoxiang, Chairman of Descente (China) Co., Ltd., delivering a speech at the launch event.
During the presentation of Descente’s latest collection, renowned Chinese alpine skiers Feng Jingbo and Li Bo, along with well-known snowboarders Wang Jingjing and Jia Lulu, showcased the Fall/Winter 2024 National Team Sponsorship Series on stage. Their performance highlighted the meticulous craftsmanship and design aesthetics of Descente’s professional ski wear. Additionally, Descente’s signed athlete, Zhou Yizhu, modeled the brand’s children’s ski collection, serving as a representative of the new generation of skiing talent, vividly embodying the future and limitless potential of winter sports.
Above: Chinese alpine skiers and snowboarders showcasing the Fall/Winter 2024 National Team Sponsorship Series.
Above: Descente’s athlete Zhou Yizhu modeling the children’s ski collection.
The ski wear displayed included Descente’s flagship products for the season: the RWSB S.I.O Snowboard Suit and the SCHEMATECH SKY Ski Suit Series. These products feature advanced technologies such as Descente’s self-developed S.I.O. patterning technology and Gore-Tex Pro professional-grade fabric, which provide excellent protection, warmth, and flexibility for skiers during their activities. These collections represent the pinnacle of Descente’s professional ski equipment, combining functionality with innovative design.
Above: Descente’s latest collection runway show.
Advancing Together: Empowering Athletic Performance with Technological Innovation
At the 2024 Freestyle Skiing and Snowboarding Halfpipe World Cup held concurrently, Descente made a prominent appearance as the event sponsor. Athletes from the Chinese National Snowboarding Halfpipe Team, equipped with Descente’s gear, showcased their skills and delivered an exceptional performance on the international stage. With a long-standing commitment to supporting winter sports, Descente collaborates closely with the Chinese National Snowboarding Halfpipe Team and the Chinese National Alpine Ski Team. By leveraging its technological expertise, the brand enhances athletes’ performance, helping them achieve excellence on the global stage.
Descente has consistently driven the development of winter sports and promoted its culture through innovation and craftsmanship. Guided by the “Five Peaks” spirit embedded in its brand history, Descente continues to innovate and collaborate, inspiring enthusiasts to explore the charm of winter sports. Looking ahead, the brand aims to merge innovation and breakthroughs, working alongside winter sports advocates to explore new possibilities and ascend to ever-greater peaks.
Above (from left to right): Renowned Chinese snowboarder Shi Wanpeng, Chinese alpine skier Kong Fanying, alpine skiing world champion Carlo Janka, and brand ambassador William Chan sharing their memorable skiing experiences and moments of glory in competition.
Above (from left to right): Swiss Freeride Team member and Helve Ski School headmaster Li Yuanliang, renowned architect Ma Qingyun, brand ambassador Daniel Wu, and Descente (China) President Le Jun discussing how they pursue excellence and break boundaries within their respective fields, aligned with the brand’s “The Next Peak” philosophy.
Above: Six skiers dressed in Descente ski gear participated in an unprecedented skiing challenge down the snowy slopes of the Great Wall, a vivid expression of Descente’s spirit of innovation and ambition.
| Source: Official press release
| Image Credit: Provided by the brand
| Editor: Mireya
