Luxe.CO Sport&Outdoors Top Cases | FILA, LI-NING

3月 19, 2024

Selected by the Luxe.CO Jury, the cases of the following two brands are featured in this edition of Luxe.CO 【Sports and Outdoors Brand List】Top Case List:

  • Italian fashion sports brand FILA
  • Chinese sports brand LI-NING

From February 1, 2024, to March 14, 2024, Luxe.CO 【Sports and Outdoors Brand List】recorded the latest 30 brand activities from 21 sports and outdoor brands/companies in the Chinese market, including offline store expansion (14), collaborative partnerships (7), offline events (3), strategic partnerships (2), online channel expansion (1), endorsement appointments (2), and others (1).

Recommended Cases

1) Italian Fashion Sports Brand FILA

Case: China’s First Sixth-Generation Concept Store

FILA opened its first sixth-generation concept store in China at Deji Plaza in Nanjing, inspired by Italian courtyard estates. The store’s decor combines classic Italian style with modern design language, creating an elegantly minimalist space and layout.

Moreover, FILA launched the new high-end Italian luxury sports collection FILA Milano in September last year. Earlier this year, the brand opened its first FILA ICONA store in the south area of Sanlitun Taikooli in Beijing, further solidifying its position as a high-end sports fashion brand.

2) Chinese Sports Brand LI-NING

Case: Collaboration with Icecream for a Joint Series

Chinese sports brand LI-NING collaborated with Louis Vuitton’s menswear creative director Pharrell Williams’ personal brand Icecream to release a joint series. Themed “ONLY LOVE,” the series uses a pioneering youthful attitude and a playful street style to interpret the definition of “love.” The shoes in the series feature a scratch-off hidden feature on the surface, revealing the leather’s natural color as they are worn.

Offline Channel Expansion

3) -5) Swiss sports brand On opened new stores in Hangzhou Kerry Centre, Macau Galaxy Fashion, and Taiyuan MixC.

6) Canadian high-end outdoor brand Arc’teryx opened a new store in Qingdao MixC.

7) French outdoor brand Salomon opened a new store in Shenyang MixC.

8) Swiss sports brand X-BIONIC opened a new store in Shenyang MixC.

9) -10) Chinese outdoor brand KAILAS opened new stores in Hangzhou Hubin Yintai In77 and Zhengzhou MixC.

11) K·SWISS, a high-end sports fashion brand under Xtep Group, opened its flagship store in The Venetian Macao’s Grand Canal Shoppes.

12) Swiss outdoor brand Mammut opened a new store in Shenyang MixC.

13) American outdoor brand The North Face opened its first 3.0 concept store in the Northeast in Shenyang MixC.

14) ANTA‘s first sneaker collective store “ANTA SNEAKERVERSE” officially opened in the south area of Beijing Sanlitun Taikooli. Before the opening, ATSV collaborated with UCCA Lab and artist duo AAG to release the digital art short film “Beyond Arrival,” leading audiences into the digital universe of ATSV.

15) Nike’s Jordan Brand will open China’s first Jordan World of Flight store in the north area of Beijing Sanlitun Taikooli on March 23, also globally debuting the brand’s first non-collaborative luxury series – JORDAN WINGS. This series represents one of the pinnacle product lines of the Jordan brand, with each item made in Italy, showcasing the brand’s commitment to exceptional quality with refined tailoring and precious materials.

Collaborative Partnerships

16) American sports brand New Balance collaborated again with independent designer Liang Dong to launch the new NB Hyper Sports series.

17) German sports brand adidasadidas Originals and Edison Chen’s streetwear brand CLOT collaborated to release the CLOT Superstar by Edison Chen. The new collaborative shoes blend the essence of classic formalwear design, with a unique reinterpretation of the shell-toe crafted from premium leather with detailed pleating.

18) Chinese sports brand ANTA and “National Geographic China” jointly released a limited edition “Yuanbao” series figurines.

19) Chinese sports technology company COROS partnered with the Wuxi Marathon to release the PACE 3 Wuxi Marathon Tenth Anniversary Limited Edition.

20) Nike’s Jordan Brand collaborated with Beijing illustrator onoglish to launch a street art series inspired by Michael Jordan’s nickname “Black Cat.”

21) American comfort technology company SKECHERS partnered with Chinese personal care brand REVER to release the “SKECHERS Honey Cake Co-branded Gift Box.”

Offline Events

22) Swedish fashion outdoor brand Peak Performance partnered with independent boutique coffee brand BerryBeans to open a pop-up energy store in Beijing Joy City Chaoyang.

23) High-performance footwear and apparel brand HOKA ONE ONE opened the HOKA FLYLAB inspiration space in Chengdu Taikoo Li for a limited time, officially launching the new flagship racing shoe CIELO X1. HOKA FLYLAB also opened temporarily in Shanghai Grand Gateway and Beijing Sanlitun Taikoo Li, taking runners on a deep dive into HOKA’s brand history and innovation DNA.

24) Italian fashion sports brand FILA opened a “Rendezvous at the Louvre” themed pop-up store at Nanjing Deji Plaza.

Strategic Partnerships

25) Chinese sports brand 361° officially partnered with the World Aquatics as the official sports apparel supplier, supporting the smooth organization and development of the federation’s events.

26) Chinese sports brand ANTA officially signed with the China University Basketball League (CUBAL), becoming CUBAL’s top partner, the exclusive sportswear sponsor, and the exclusive ball sponsor.

Online Channel Expansion

27) American outdoor brand The North Face kids officially opened its official flagship store on Douyin.

Endorsement Appointments

28) FILA’s trendy sports brand FILA FUSION announced Chinese actor Wang Xingyue as the brand ambassador.

29) Chinese outdoor gear brand CAMEL announced diver Tian Liang and singer Ye Yiqian as camping brand ambassadors.


30) Canadian high-end outdoor brand Arc’teryx released the documentary “The Path Less Travelled,” featuring actress Wen Qi, multiple Chinese female mountaineering record holder Luo Jing, and Yi designer Soft Mountains brand founder Long Hongzi as they journey together on the Yunnan Tea Horse Road to explore self-identity and convey the soft power of women.

Additionally, the Dai ethnic group’s brocade weaving technique, a national intangible cultural heritage, is highlighted. Arc’teryx will donate to the China Women’s Development Foundation to fund Dai brocade weaving classes in Yunnan, empowering local women with handicraft skills and providing more women with opportunities for self-development.

| Image Credit: Official brand channels, provided by brands

| Editor: Elisa