XTEP Brand Upgrade: Make Sports Different

After the Pepsi Cola all star family, China's local brand launched its own All-Star portfolio for the first time.

Reporters learned yesterday from XTEP (China) Limited that after Nicholas Tse and TWINS, Willber Pan and Jolin have become the spokesmen of XTEP brand recently.

Last December 18th - 20, XTEP's 5 popular celebrities such as Nicholas Tse, Willber Pan, Jolin, TWINS and so on made a brand new advertisement in Shanghai.

Ding Shuibo, President of XTEP (China) Limited, has officially released XTEP's latest brand upgrading plan - XTEP's "non general feeling" will be officially upgraded to "let sports be different".

The "sky price" made Nicholas Tse, a rebellious character with "Star" lineup. She was kind as TWINS of a girl next door, a sunny hip-hop little king Willber Pan, and Jolin with increasingly diverse styles. The 5 stars interpreted almost all the different sports concepts that XTEP respected.

"Each of them can represent a group of customers of XTEP products."

Ding Shuibo said, "XTEP has always emphasized experiential sports and sports attitude that is not consumed by sports."

This time, XTEP will sign Willber Pan and Jolin's two first line stars to form the XTEP family's all star lineup.

Ding Shuibo disclosed that the signing amount is indeed low, which can be regarded as sky high price.

But the important thing is not numbers, but the 5 stars will create greater value for XTEP.

I believe that during the 2008 Olympic Games, XTEP will play a bigger role in the market competition.

"Let sports be different" compared with other sports brands, XTEP has always attached importance to fashion experience, emphasizing the relaxed and pleasant feelings brought by sports.

It is understood that when the traditional sports brand still focuses on the orthodox "Sports" position that aims to win or lose, XTEP will turn its eyes to the new generation of young people and their favorite pop stars.

XTEP has always advocated the fashion spirit of "playing sports instead of sports."

The rule of entertainment stars instead of sports stars embodies the pioneering feeling of "different" sports.

When choosing a celebrity endorser, the unique brand concept of "XTEP" coincided with the unique sunny health characteristics of these stars.

From the perspective of XTEP's brand upgrading strategy, in the continuation of the "non ordinary sense" of the differentiated brand concept, "let sports be different" emphasizes XTEP's brand building and recognition in sports.

Ding Shuibo said that this full invitation to the five stars endorsement is to highlight XTEP's fashion movement concept and emphasize entertainment in the field of sports products, which emphasizes the competitive spirit.

According to the head of XTEP brand department, "non general feeling" will no longer be used in future publicity and promotion. Instead, it will be "let sports be different".