Sportswear companies banking on Chinese New Year holiday shopping
Sportswear brands are capitalizing on the upcoming Chinese New Year holiday to boost revenue, with more health-conscious young people leading the charge in holiday shopping.
Nike China has released a new holiday collection inspired by the approaching the Year of the Dragon. The collection symbolizes hidden strength, unlimited potential for everyone, the accumulation of energy, and readiness for opportunities, said the company.
The designs integrate dragon claws, scales, and other distinctive elements, introducing creative concepts like "with the help of the dragon" and "fun dragon dance".
The Jordan Brand, of the Nike group, has introduced the "Soar Dragon" series, blending traditional Chinese dragon and phoenix imagery into the designs, to convey harmony, strength, and beauty.
"In order to get better engaged with the Chinese market, Nike has drawn inspiration from the Chinese zodiac culture since 2002. Every year, we release special zodiac-themed shoe collections, incorporating insights into local consumer trends during the Chinese New Year," said Chen Runyo, general manager of product express lane at Nike China.
"This collection spans men's, women's, and children's categories, covering street dance, basketball, running, and lifestyle products, seamlessly connecting with diverse scenes of active living."
Lululemon Athletica Inc, the global athletic apparel company, has partnered with Academy Award-winning actress Michelle Yeoh and theatrical dancers of "Wing Chun" to present the short film "Be Spring" along with the launch of its Chinese New Year apparel collection.
"This new year, we wanted to explore well-being through the lens of eastern culture – our essence, our energy and our spirit," said Lynn Cheah, vice-president of Brand Marketing & Community at Lululemon China.
"Presented through the juxtaposition of Chinese martial arts – in this case Wing Chun – and dance, 'Be Spring' is a celebration of spring, and an invitation to find balance and your own eternal spring."
wangzhuoqiong@chinadaily.com.cn
