The global sportswear market is witnessing a significant shift as Chinese athletic brands emerge as formidable competitors. Faced with increasingly fierce competition at home, companies like Li-Ning, 361°, and FILA are actively pursuing international expansion strategies to secure new growth opportunities.
Leading Brands Accelerate Overseas Expansion
Li-Ning, China's premier sportswear brand, is accelerating its global strategy through a partnership with Sequoia Capital, leveraging the venture firm's international market expertise. According to Li-Ning's 2024 interim report, the company plans to focus on emerging markets with tailored strategies for overseas consumers.
361° has made significant strides in Southeast Asia, opening its first overseas flagship store in Kuala Lumpur, Malaysia in January 2024. The brand's collaboration with NBA star Nikola Jokić as global ambassador has further boosted its international profile.
FILA, acquired by Anta Group in 2009, has transformed from a struggling brand into a revenue powerhouse generating over ¥20 billion. Having established strong domestic performance, FILA is now setting its sights on international markets.
Influencer Marketing: A Strategic Approach to Global Expansion
As Chinese sportswear brands venture abroad, influencer marketing has emerged as a key strategy for building brand recognition. Collaborations with overseas social media personalities enable brands to effectively reach target audiences while gaining insights into local market preferences.
Case Study 1: 361° Partners With Basketball Pro Turned Content Creator
361° collaborated with Lukas Simoner, an Austrian professional basketball player who gained popularity through his YouTube channel reviewing performance footwear. With over 30,000 subscribers, Simoner's channel attracts basketball enthusiasts and athletes seeking equipment recommendations.
Their six-month partnership produced four promotional videos with combined views exceeding 60,000. Simoner's authentic demonstrations of 361° running shoes during training sessions effectively showcased product performance while establishing brand credibility among U.S. consumers.
Case Study 2: Li-Ning Taps Into Youth Culture Through Basketball Influencer
Li-Ning partnered with Mark LaPointe, a former college basketball player turned fashion and sneaker content creator with over 450,000 TikTok followers. LaPointe's 20-second promotional videos highlighting Li-Ning's technical features and discount offers generated over 500,000 views each, with comment sections flooded with purchase inquiries.
The campaign successfully elevated Li-Ning's profile among young American consumers while demonstrating how micro-content can effectively communicate brand value.
Case Study 3: FILA Revives Nostalgia Through Celebrity Collaboration
FILA's partnership with Alfonso Ribeiro, the actor famous for his "Carlton Dance" from The Fresh Prince of Bel-Air , generated over 1 million views on TikTok. Ribeiro's videos featuring FILA sneakers while performing his signature dance move created viral engagement, with posts receiving 210,000 likes.
This collaboration demonstrated how heritage brands can leverage nostalgia and entertainment value to connect with new audiences in foreign markets.
Strategic Considerations for Global Growth
These case studies illustrate how influencer partnerships can help Chinese sportswear brands establish international presence. Successful collaborations require careful selection of influencers whose audience demographics align with brand targets, along with authentic content that resonates culturally.
Brands must balance creative freedom with strategic messaging, ensuring promotional content maintains credibility while effectively communicating product benefits. As competition in the global sportswear market intensifies, such influencer marketing strategies will likely become increasingly sophisticated.