Behind The Trend Culture, Young People, XTEP, Have Launched The Trend Battle.

Along with Ye Yin winning the championship, the final of the finals ended, and the second season of "the street dance" was officially concluded by the Yi Wan Xi Xi, Han Geng, Show Luo and Vanness Wu. The program continued the heat of the first season. Not only did the bean score increase from 8.7 to 9.2, but micro-blog also reached 27 billion 140 million reading and 170 million discussions.

For XTEP, which has always been a fashion gene as a brand gene, this may further strengthen their continued ploughing in this field, and create their own unique style and distinction in the increasingly competitive sports footwear market.

Seize the young people behind the trend culture

Following last year's sponsorship of China's new rap, XTEP continued to invest in popular trend shows this year, becoming the official clothing sponsorship of the second season of hip-hop.

In June 2019, hip-hop officially became the Olympic Games in 2024, which means that hip-hop will usher in great opportunities and development opportunities in China. As a representative of the trend culture, hip-hop has become a young group's passion for participation and attention because of its disapproval, freedom, cool personality and individuality. According to ein data, "this is hip-hop" user portrait from age distribution, in the 13-28 year old group of young people has the most powerful appeal.

This sponsorship of street dance variety shows coincides with the background of youth culture becoming more and more mainstream. For XTEP, this is the official clothing sponsorship of this street dance. It is a planned and prepared action based on its current development strategy. Behind it is XTEP's ambition to make more efforts in the trend culture and attract more young people.

　 New ways to use sponsorship rights

Compared with last year's new rap in China, XTEP extended their sponsorship rights to "hip hop" this year to a larger space.

In the most important battle segment of the "hip-hop" program, XTEP brand logo+ is "born to disagree with you, waiting for you to challenge the slogan". With the advent of XTEP slogan, XTEP will "specially refuse to be" implanted in "this is hip-hop 2", which is equivalent to creating a diversified marketing scenario for herself. Combining the high street moments, freedom, rebellious hip hop personality with "special disapproval" brand information and spirit will help to impress the audience.

In addition, XTEP not only signed Han Geng as a brand ambassador, but also signed with many powerful players including Feng Zheng, Bo Zi, ah ya, Gumball, and K. The clothes they wore on the show had many prominent XTEP logo exposures. The overlay of this exposure resources may bring about 1+1 greater than 2 and strengthen sponsorship effect.

Hand in hand, this is hip-hop, XTEP launched the trend battle

At the end of the product, with the broadcast of the program, XTEP launched the second season series of "hip hop" series, focusing on the promotion of Han Geng's T-shirt and the same team's "big white shoes". In May, with the spirit of "special refuses to accept" and the battle culture inspired by fighting dance, we created XTEP's "Y (n)" series of joint products, using fashionable products to express their daring, daring, uninhibited attitude and voice with young people.

At the same time, XTEP's brand influence is spread through different scenes such as street posters, signing artists, planting grass and KOL street. Among them, the most important concern is to cooperate with Taobao's first anchor, Wei Ya, to promote the related products of "hip-hop" in the live broadcast, and have achieved 999 good results of Han Geng's T-shirt sold out in one second, which also proves that this trend and sports cross boundary joint products can be recognized by the market.

Layout for many years, connecting the preceding and the following

Compared with other domestic brands, cooperation with "hip-hop" is not XTEP's efforts in fashion culture, but is part of the brand's many years of layout in this field.

As early as more than ten years ago, XTEP signed the brand of the trend movement by signing the spokesman like Nicholas Tse. Entertainment and trend are also important labels for them to distinguish themselves from other local sports brands. In recent years, with the trend of sports and fashion, XTEP is also constantly strengthening its resources and brand image in this field.

In 2017, XTEP gradually abolished the age of sports life products on the line of sports life, and divided them into three series: City, street and vitality.

In the same year, XTEP launched the IP hot Workshop on the street and worked with the Asian Roller Skating Federation to develop the independent IP street games. They launched the street series, the flagship young fashion group, "the street sports games take the skateboard movement as the core, integrated the street basketball, the rap, the street dance." Wang Qiang, special assistant to XTEP group president, said in an interview with lazy bear sports.

In May 2018, XTEP joined hands with Panda-Mei, a famous illustrator, and drew inspiration from skateboard culture, and launched the street series with the concept of "exploring with abandon".

In August 2018, they announced the "XX" project. The first "X" represents XTEP Xtep, and the second "X" represents Crossover/ cross-border cooperation. The upcoming international high quality products will bring Chinese young trend lovers. In the first XX cooperation, XTEP invited A.FOUR LABS, the conceptual brand co founded by Japanese designer Cang Shi Yi Shu and Lucas Price of London artist, to design the joint product of autumn and winter 2018 and spring and summer XX/A.FOUR LABS in 2019, and released the first XX joint product in autumn and winter.

With the help of the trend sports and fashion resources, XTEP raised the "tide" in the temperament of sports lifestyle products in 2018, and gained more recognition of young urban people in this field.

In 2019, the hot workshops took advantage of "this is hip-hop", bringing together Han Geng, K, Gumball, ah ya, Feng Zheng and Bo Zi of the program leader, and joined the competition team as the captain of the city team.

At the same time, XTEP has rich entertainment resources including Nicholas Tse, Tian Jing and Lok Wah seven sons, so that they can have more integration points and imagination on the road of fashion development.

In the past two years, XTEP's performance has improved. In 2018, XTEP's revenue increased by 6 billion 383 million yuan, an increase of 25%, and its operating profit increased by 44% to 1 billion 44 million. The net profit attributable to shareholders of listed companies was 657 million, up 61% over the same period last year, making it stronger in terms of strength and strength to invest more and develop more in the field of professional sports and sports and leisure.

From this perspective, this year's sponsorship of "hip-hop" is not only a continuation of the layout of XTEP's fashion trend in the past, but also an important step to open up the future. It has a connecting link between the preceding and the following.