XTEP'S Amazing Move: To "Love Running" To The End

On the afternoon of May 19th, the IAAF Diamond League held a press conference with XTEP in Shanghai. It announced that the two sides had concluded a partnership of three years from 2010 to 2012.

XTEP has also become the only designated equipment provider in the IAAF Diamond League ShangHai Railway Station. After the Xiamen marathon, XTEP once again sang the theme of "love running" with its amazing action.

It is understood that the Diamond League is a new series of games covering the whole world since the IAAF launched in 2010. It will replace the 12 year old IAAF gold tournament since 1998 and become the world's top track and field series.

ShangHai Railway Station, as the second stop of the whole year, will be held in Shanghai Stadium on May 23, 2010.

The "X" note, which can be seen everywhere, will produce an admirable "love running" melody at the top of the world's attention.

According to the contract, in the next three seasons, in addition to sponsorship fees, XTEP will also provide dedicated sports equipment for the IAAF Diamond League, including referees, organizing committee staff, security personnel, volunteers, etiquette ladies, mattsmen athletes and coaches.

By then, XTEP's "X" LOGO will become a unique scenic spot along with the staff throughout the competition.

Ding Shuibo, President of XTEP (China) Limited, said: "track and field is the king of sports and the foundation of other sports. At the same time, running events are not restricted by professional track and field venues. From runway to highway to field, anyone can run in the open air, so this sport has become the most widely participated sport in the world."

However, XTEP itself is a sports brand centered on running events, which is also an important reason for the cooperation between XTEP and Diamond League.

Prior to that, XTEP sponsored the Xiamen international marathon with the title of the most beautiful track in the world, the Tibet half marathon with the highest track title, and the Xi'an City Wall Marathon with the oldest and most historic track title.

Careful people can find that in the six months since the end of 2009, XTEP has focused on CCTV, provincial satellite TV and print advertising resources across the country, and has launched a wave of "love running, love XTEP".

Today, as the world's highest standard track and field League, the IAAF Diamond League has been XTEP's income bag, with a very colorful one, it has continued XTEP's "love running" new chapter.

Today, XTEP has become increasingly rich in the resources of running projects, and can even be said to be "taking the lead".

Ding Shuibo said: "running is the core sport of XTEP. Our aim is to let consumers talk about running, so they can associate with XTEP."

In particular, this year, XTEP has conveyed its strategic focus on sports at present for more than one time, namely, the two major projects of running and football.

Ding Shuibo said that taking a look at the major brands in the domestic sporting goods industry, they could either get in basketball together or embrace tennis, or favor the feather table tennis project.

XTEP is using this differentiation strategy to cooperate with Premier League Football League Bermingham football club and IAAF Diamond League to promote the development from domestic to international.