How China’s Fashion Industry Leveraged the Olympics
The Paris 2024 Summer Olympics have proven to be a significant opportunity for China’s fashion industry. Major local brands like Anta, Peak, and beauty companies like Maogeping and Chando strategically utilized this global platform to enhance their visibility and market reach. From team uniforms to athlete endorsements, these brands placed substantial marketing efforts to engage with a broader audience.
Anta, the official sportswear supplier for the International Olympic Committee, designed the sleek, carbon-neutral uniforms for the Chinese team. Their revenue exceeded 62 billion yuan ($8.6 billion) last year, showcasing their financial capacity to support such high-profile sponsorships. The brand further expanded its marketing footprint by launching cultural projects appealing to the youth, including a pop-up store featuring Olympic-themed merchandise.
Maogeping, a prominent cosmetic brand, has become the official makeup provider for China’s Olympic athletes. Their partnership generated the hashtag #TheGloryofChinainParis, which attracted millions of views across social media platforms, significantly enhancing brand awareness. This initiative reflects the growing trend of using charismatic athletes as influencers—one who embodies discipline, endurance, and integrity.
Luxury brands are also joining this campaign, finding synergy with athletes. Dior, for example, has contracted swimmer Zhang Yufei, while Prada maintains ongoing partnerships with several teams. This shift towards athletes reflects a broader cultural movement in China, where sporting heroes are transforming into fashion icons, drawing attention from the luxury market and beyond.
The marketing strategies utilized during the Olympics illustrate a well-coordinated approach by Chinese brands to capitalize on international events. By aligning themselves with the values of sports and fostering relationships with stylistic ambassadors, these companies are enhancing their reputation and establishing a foothold in an increasingly competitive global fashion landscape.
