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Chinese sportswear brand Xtep appoints Y&R Beijing


By Danielle Long | Acting APAC Editor

March 1, 2017 | 3 min read

Chinese sportswear brand Xtep has appointed Y&R Beijing as the brand seeks to win market share in China's competitive sports industry.

Luis da Rosa, Y&R Beijing

Luis da Rosa, general manager, Y&R Beijing

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.”

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