Y&R Beijing Wins XTEP Sportswear Business

Y&R Beijing has been appointed AOR for Xtep, the third-biggest Chinese sportswear brand by market share. The scope of the deal is to cover brand and product categories’ strategy and creative development from 2017 to 2019.

Leading China-based fashion sportswear brand enterprise Xtep engages in design, development, manufacture and distribution, as well as the marketing and brand management of its sports footwear, apparel and accessories. The early 2000s saw Xtep pioneer the use of celebrities as brand ambassadors and successfully differentiate itself via dual strategy incorporating both sports and entertainment elements. The group’s market-leading position has been further strengthened as it actively implements its sports marketing strategy with a focus on running events and football, leveraging its rising popularity over the years.

“We were impressed by Y&R Beijing team’s masterly understanding of the sports industry, particularly the running category and the brand’s core challenges. They came up with a strong consumer-insight led communication solution that will help our brand to leverage our DNA and offer clear differentiation in the midst of fierce competition,” said Mr. Ding Shui Po, Chairman of Xtep.

Y&R Beijing beat out incumbent of five years DDB Guoan Beijing in the shootout pitch. Luis da Rosa, General Manager of Y&R Beijing, added, “We look forward to working on the new business because we see Xtep’s huge potential at a time when the government is encouraging the sports industry to bloom exponentially. With the team’s depth of sports experience, we can help refresh the brand with a distinctive image and through unique consumer experiences to facilitate the brand’s tight bonding with consumers.”