U.S. Sportswear Brands' Chinese New Year Campaigns: Who Gets China Better?
The race among different brands to launch their Year of the Snake New Year collections is turning into a total showdown of who truly understands China.
International sports brands' Spring Festival marketing isn't just about different brands rushing to debut their Snake Year series - it's a full-blown battle to prove who really gets the Chinese market.
Compared to last year, US sports brands' Snake Year series popped up way earlier. Take Salomon, for example - they dropped their "Pan Hui" collection in early December, making up for missing the Dragon Year limited edition. Nike and ON Running weren't far behind, releasing their New Year stuff nearly three weeks ahead of schedule.
Nike's New Year Collection
Sure, the Year of the Snake is starting a week and a half earlier than the Dragon Year did, but there’s more to the early marketing push than just the calendar. U.S. sports brands are seriously stepping up their game for the Chinese New Year.
Traditional players like Arc'teryx, Descente, adidas, and Under Armour are sticking to the tried and true with “Chinese red” and snake motifs. But take a look at lululemon and ON Running—they’re really diving into Chinese traditions, drawing from the classic four seasons and even Chinese pinyin for inspiration. Meanwhile, Nike has taken it worldwide with their "Year of the Mamba" campaign, spotlighting the Chinese New Year on a global stage.
It’s clear why these brands are going all out—2025’s Year of the Snake is setting up to be even more fiercely competitive for U.S. sportswear in the Chinese market than the Dragon Year. Just adding a splash of "Chinese red" to products isn’t enough anymore.
Today, China has become a crucial growth engine for global sports brands.
Even as the global outdoor market stabilizes, China’s enthusiasm for outdoor activities is just taking off; and in the sport and leisure apparel sector, the Chinese market is still pumping out double-digit growth for brands, solidifying its role as a key driver of their expansion.
This underscores the strategic importance of the Chinese market, prompting international brands to increasingly pivot their focus towards China. The market is poised to become lululemon’s second-largest, ASICS' third-largest, and has inspired Nike to launch "Year of the Mamba" as a global marketing blitz, drawing its creative spirit from the Chinese Year of the Snake.
Nike's "Year of the Mamba"
While U.S. brands undoubtedly need the vast Chinese market to grow, what the Chinese market requires are products that truly cater to local consumers. Given the unique body proportions of Asians, wider foot types, and low tolerance for design flaws like protrusions and camel toe, U.S. brands can't just push the same products they offer elsewhere. It's clear: entering China with just "Chinese red" apparel won't cut it anymore. Brands must adapt and localize to really resonate here.
The potential of the Chinese sportswear market remains vast, yet the benefits for international brands are starting to wane. The market already has plenty of high-performance, stylish offerings, and the younger generation is increasingly gravitating towards local alternatives. For sports brands, the real battle moving forward isn't just about who can make superior products—it’s about who truly understands the needs and preferences of Chinese consumers.
01 US Brands' Chinese New Year Campaign: Not Just About Spring Festival
The Snake Year New Year marketing came earlier than in previous years, but what's more noteworthy is that US sports brands are interpreting the Chinese New Year in more diverse ways.
Chinese red and snake elements are still the core themes of mainstream sports brands' Spring Festival marketing. In addition to all sports brands launching Chinese red New Year clothes, each brand has found its own Year of the Snake symbol.
The North Face and Salomon's Year of the Snake series
Champion and Puma's Year of the Snake is the snake from the game Snake, The North Face and Salomon printed the Pan Hui pattern on down jackets and outdoor shoes, Descente, HOKA, Vans, and Under Armour's Curry 12 Year of the Snake limited edition focused on snakeskin for their shoes. Arc'teryx printed the Year of the Snake pattern on their jackets, but this time it went viral because popular sizes in the secondary market have already sold for nearly double the price.
Descente, HOKA, and Under Armour Curry 12 Year of the Snake limited edition
The Chinese red of sports brands varies, but what's worth noting is that besides Chinese red products, Chinese New Year marketing is also returning to traditional culture.
This trend is more common in the luxury goods industry. Bottega Veneta lights up the Spring Festival with dazzling fireworks displays. Rimowa features mahjong elements, making it a prominent icon of the New Year, while LOEWE incorporates shadow puppetry and kites to bring the celebration to life through dance. These brands show that Chinese New Year marketing can extend beyond red clothing and footwear to include rich expressions of Chinese traditional craftsmanship and heritage.
Bottega Veneta, Rimowa, and LOEWE's New Year plans
Looking back at this year's sports brands' Chinese New Year, it's not just about the Spring Festival, but also has deeper cultural connections. ON Running also incorporated their brand into Chinese pinyin based on New Year red.
ON Running's New Year plan
Lululemon’s “Back to Spring” campaign, featuring Li Yuchun and Ni Xialian, taps into the theme of renewal that pervades Chinese traditional culture’s four seasons, linking it to personal growth. This New Year’s initiative introduces the Spring Festival with a relaxed vibe. Following its launch, Li Yuchun’s heightened visibility ignited social media buzz, and the products sold out on release day. This frenzy even led some fans to offer premium prices for sold-out items on secondary markets.
lululemon's "Back to Spring"
In addition, when it comes to snakes in the sports world, the "Black Mamba" represented by snakes can't be missed. Nike's "Year of the Mamba" once again brings Kobe and the Mamba spirit he represents to the public eye. This is not only a Spring Festival limited edition for the Chinese region, but also Nike's call for the whole world.
Looking back at US sports brands' Year of the Snake, playing with Chinese red for New Year marketing is no longer enough. Brands' focus on the Chinese market is upgrading, already aligning with deeper cultural and emotional connections.
02 Sports Brands Need the Chinese Market, Spring Festival Campaign Is Not Enough
Behind the vibrant Spring Festival campaigns lies a critical need for growth among sports brands in the Chinese market. However, with competition heating up, merely producing garments in Chinese red no longer cuts it.
On a global scale, the growth of sportswear brands is increasingly dependent on their success in China.
adidas Year of the Snake series
Columbia's latest financial report reveals a global revenue dip of 5% year-on-year, yet the Asia-Pacific and Latin American regions, including China, saw an impressive 18% growth. A similar pattern is evident with The North Face, where global sales dropped by 3% year-on-year, but a robust 19% growth in Greater China has become a key driver of the brand’s development. Moreover, the Amer Sports Group, which includes brands like Arc'teryx, Salomon, and Wilson, reported a remarkable 56% growth in Greater China.
The need for growth extends beyond outdoor gear; sportswear brands are also grappling with sluggish international sales. For instance, lululemon’s revenue in Mainland China surged by 36%, significantly contributing to the brand's overall 9% revenue increase.
This trend illustrates that while sportswear brands face stagnation in Western markets, the Chinese market has become a crucial stabilizer, driving much-needed growth.
Arc'teryx Year of the Snake limited edition
As a result, more sports brands are prioritizing the Chinese market, viewing it as a competitive arena. ON Running has its highest number of direct stores worldwide in China and is doubling down on its commitment there; by 2026, mainland China is slated to become lululemon's second-largest global market, with over 200 stores; and for ASICS, Greater China stands as the brand's third-largest market internationally.
The heightened focus on the Chinese market is also evident from the increased attention it's receiving.
In recent months, Nike's executive team has made two trips to evaluate the Chinese market; Brooks, a storied American running shoe company, rolled out new sneakers in China a month ahead of schedule; and lululemon supports an Asia-Pacific design team that concentrates on crafting products tailored for that region.
BROOKS
All indicators show that U.S. sports brands need the Chinese market to grow. However, simply offering Chinese limited editions in "Chinese red" won't captivate Chinese consumers. The market demands products that are better adapted to local needs.
U.S. sports brands are enhancing functional designs, yet the specific concerns of Chinese consumers remain.
The slender bone structure and narrower shoulders typical of Asians don't mesh well with the loose fits prevalent in Western clothing, and their wider forefeet necessitate shoes with broader widths. While chest protrusions might be overlooked in the U.S., Chinese women are particularly sensitive about side breasts, protrusions, and fit gaps. Regarding yoga pants, the most common consumer inquiry revolves around which styles offer the best slimming and shaping effects.
It's encouraging to see that in recent years, more U.S. sports brands have begun to recognize the needs of Chinese consumers. They have introduced Asia-exclusive fits, wide-width shoe options, and products specifically designed for the Chinese market.
However, truly winning over the Chinese market requires more than just surface-level adjustments like localizing for the CNY with relatable marketing. To really resonate, brands need to integrate the needs and preferences of Chinese consumers right from the start of the product design process, not merely altering the color scheme to include "Chinese red".
03 Not Just Marketing Localization, But Product Localization
While the returns from the Chinese sportswear market are diminishing, there remains significant potential.
According to iiMedia Consulting's "2024-2025 China Sports Shoes and Apparel Market Operation Status and Consumer Demand Data Monitoring Report," the size of China's sports shoes and apparel market surged to approximately $68.97 billion (492.6 billion yuan) in 2023. It is projected to reach about $83.85 billion (598.9 billion yuan) by 2025, sustaining a compound annual growth rate of about 10%.
From a consumer standpoint, the engagement with sportswear is escalating to new heights. A previous survey by IN & Leading found that 22.8% of sports and fitness enthusiasts spend more than $700 (5,000 yuan) annually on sportswear, a percentage that is increasing as sportswear becomes more integrated into daily lifestyles.
Despite its growth, the Chinese sportswear market presents challenges for international brands, who face both the pressure of local competition and the emergence of "Chinese alternatives."
International sports brands leverage the Chinese New Year festivities to appeal to Chinese consumers, but historically, their lack of product localization has ceded market territory.
For instance, during a period when lululemon was still establishing itself in China, MAIA ACTIVE seized an opportunity. With its sportswear specifically designed for Asian women, MAIA ACTIVE produced yoga wear that better accommodated Asian women's body types, capturing a segment of the market lululemon had not yet reached.
MAIA ACTIVE
The Chinese market has increasingly embraced more localized designs. Lululemon's Asian fit, along with adidas, Brooks, Saucony, and New Balance's wide-width options, show that U.S. sports brands are earnestly addressing the core concerns of Chinese consumers.
Yet, as local competition intensifies, the preferences of the new generation are reshaping the industry landscape.
According to the "Decoding Chinese Youth's Sports Consumption Outlook" report by VOGUE Business, the appeal of Chinese local brands among the youth is steadily growing. Among the sports brands young people most aspire to own, Chinese local brands make up half of the list. Notably, for the Alpha generation born after 2010, Li-Ning has risen to become the second most coveted brand, trailing only behind Nike.
Li-Ning Shenzhen brand flagship store
At the same time, data from e-commerce platforms highlights the ascent of domestic brands: homegrown names like Camel and Bosie now rank in the top 5 of sales charts, outpacing many US competitors.
In the Chinese sportswear market, the demand extends beyond the traditional "Chinese red." Consumers are looking for products that truly understand and cater to the Chinese market.
