Beyond gold: Athletes become China’s brand darlings

Kering-owned fine jewelry brand Qeelin has appointed Olympic table tennis champion Wang Chuqin as its newest brand ambassador. The announcement comes just two months after Wang received a gold medal at the 2025 ITTF World Table Tennis Championships in Chongqing for the men’s single— bolstering his image as one of the country’s most bankable athletes. Currently ranked world no. 2 by the International Table Tennis Federation, Wang is among the most commercially active male athletes in China. To date he has embarked on 13 brand partnerships. On Weibo, he commands over 8.8 million followers — more than any other male table tennis player. On May 10, his 25th birthday triggered mass fan celebrations offline and online, with large-scale drone shows, shopping mall installations, and tribute projections seen in cities including Beijing, Shanghai, and Chengdu. Athletes rise as China’s new brand darlings Wang’s appeal arrives as more brands pivot toward athletes in response to tighter regulatory oversight of entertainers. State media has in recent years pushed for “clean” idol campaigns, and athletes’ discipline-driven narratives make them a safer marketing bet. Qeelin’s timing also coincided with Mother’s Day (May 11) and the Chinese national team’s post-victory PR wave, ensuring exposure across lifestyle, luxury, and sports media. Other examples include L’Oréal-owned Biotherm Homme naming Olympic gold medalist swimmer Wang Shun its official ambassador earlier this year, following strong consumer traction from previous campaigns. Also a brand face for Hoka and Hugo Boss, Wang is often described by fans as a “gentle heartthrob.” He boasts 5.9 million Weibo followers and growing appeal among China’s Gen Z and female consumer base. The Jing Take Qeelin’s partnership with Wang Chuqin reflects a structural evolution in China’s luxury marketing playbook. Athletes are no longer just temporary sports-season ambassadors, they are becoming long-term brand storytelling assets. Luxury houses, in particular, are capitalizing on this aspect. Beyond Qeelin, Jaeger-LeCoultre tapped swimmer Wang Shun as a “Friend of the House” last year, while Tag Heuer enlisted fellow Olympian Qin Haiyang. This shift is backed by growth. China’s sports industry reached $503 billion ($3.67 trillion RMB) in 2023, according to the General Administration of Sport in China, with the market projected to grow steadily. On social media, athlete driven campaigns now frequently outperform those of entertainers in engagement metrics, particularly post-Olympics narratives tied to national pride. Long-term brand storytelling with sports stars Wang Chuqin’s positioning is especially strategic. As China transitions from the 2024 Paris Olympics to a legacy phase, sports figures who continue to perform — and build personal resonance — are becoming valuable longterm partners. With his fresh World Championship title and youthful fanbase, Wang ticks both boxes. Meanwhile, Wang Shun’s clean-cut image and rising visibility beyond swimming demonstrate how athletes bridge wellness, fashion, and beauty. His campaign for Biotherm Homme aligns with the broader male beauty category growth in China, where the men's skincare market is expected to exceed 20 billion RMB ($2.75 billion) by 2026, according to iResearch. In a time of shifting fan allegiances, Wang Chuqin’s rise illustrates a broader recalibration of celebrity culture in China — one where medals may soon matter more than movie roles. The Jing Take reports on a piece of the leading news and presents our editorial team’s analysis of the key implications for the luxury industry. In the recurring column, we analyze everything from product drops and mergers to heated debate sprouting on Chinese social media.

From gold to glamor: China’s athlete endorsers

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From gold to glamor: China’s athlete endorsers