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How China’s Fashion Industry Is Leveraging the Olympics

From sportswear giants Anta and Peak to cosmetic brands Maogeping and Chando, Chinese companies placed their marketing bets on team uniforms, athlete endorsements and themed products.
Chinese boxer Li Qian shows off the medal ceremony uniform, supplied by local sportswear brand Anta, for the Chinese delegation at the Paris 2024 Summer Olympic Games at an unveiling ceremony on June 25, 2024 in Beijing, China.
Chinese boxer Li Qian shows off the Chinese delegation's medal ceremony uniform, supplied by local sportswear brand Anta, at the Paris 2024 Summer Olympic Games during an unveiling ceremony in June 2024 in Beijing, China. (Getty Images)
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BoF PROFESSIONAL

Key insights

  • Alibaba Group, the Chinese tech giant that owns fashion e-tailer Tmall and other retailers, is an official Olympic sponsor and cloud-based broadcasting partner.
  • Local sportswear and beauty players and global luxury brands secured deals with Chinese athletes and sports teams to boost awareness, brand equity and sales.
  • Chinese editions of global fashion magazines featured content, covers and advertorials of local Olympic athletes, including a growing number of women.

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From Christian Dior to Fenty Beauty, fashion and beauty brands from across the globe have gained exposure from the Paris Olympic Games. The marketing value of these varied activations has yet to be tallied but one of the biggest winners in China might end up being Maogeping, a cosmetic brand enlisted by the country to be its official team provider. Helmed by its namesake founder and make-up artist Mao Geping, the brand is on site to ensure the country’s 400-plus athletes present their best selves — both on and off camera.

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