Chinese sportswear brand Xtep has appointed Y&R Beijing as the brand seeks to win market share in China's competitive sports industry.
Xtep, which is China’s third-largest sportswear brand, has tasked Y&R with strategy and creative development for Xtep’s brand and products until 2019.
Y&R Beijing replaces incumbent of five years DDB Guoan Beijing as Xtep’s agency of record.
Xtep has been strengthening its position in the market with a strategy focused on running events and football, both of these areas have received a huge boost in attention following government policies to promote growth in the sports industry.
Luis da Rosa, general manager of Y&R Beijing, said, “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.”
Ding Shui Po, chairman of Xtep, said Y&R Beijing’s “masterly understanding of the sports industry” had helped cinch the deal. “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.”