Fila, Puma race to capture China’s Gen Z via local collabs

Home to exquisitely gigantic installations — from leather felines to uncanny human dolls — Shanghai’s ENG Concept Store is an immersive retail experience that has won the hearts of the Y2K-nostalgic Gen Z style set. And it’s the perfect spot to launch Mowalola x Miss Sixty in the China market. We share the social media data set to fuel that collaboration debut, as well as Anta-owned Fila’s collection with buzzy Chinese actor and singer Johnny Huang. Another global sportswear brand connecting with the world’s second largest economy is Puma, which unveiled an art concept sneaker with local streetwear brand Roaringwild last month. Subscribe here to receive the Collaborations newsletter every Tuesday, packed with insights into the mainland’s co-branded releases. Mowalola x Miss Sixty x ENG Concept Store Details: Collection, China debut at ENG Concept Store, Shanghai, November 8 Social context: On Xiaohongshu, #mowalola has 6.2 million reads, #engconceptstore has 1.2 million and 18,200 followers, while #misssixty has 24 million. Verdict: The Mowalola x Miss Sixty collab brings together London-based fashion designer and singer Mowalola Ogunlesi’s edgy, avant-garde style through her eponymous brand, and Miss Sixty’s signature Y2K-inspired aesthetics. This partnership delivers an innovative blend of rebellious streetwear with nostalgic early-2000s glamor, creating a collection that appeals to fans of both Mowalola’s provocative design language and Miss Sixty’s retro flair. By unveiling the collection in Shanghai at ENG Concept Store, this partnership taps into Asia’s thriving luxury market and demonstrates the global pull of both Mowalola’s and Miss Sixty’s aesthetics. It’s a pioneering hot spot among fashion-forward Gen Zers and Millennial consumers, with the collaboration sitting alongside names such as Diesel, Knwls, and Misbhv. The fusion of Nigerian-British design influence and Chinese street fashion culture speaks to a global audience, emphasizing fashion’s role as a cultural bridge that resonates across regions and demographics. The high visibility of both labels’ clientele suggests this collection will quickly gain traction across social media and attract significant media attention, enhancing both brands’ reach among younger, fashion-forward audiences. Roaringwild x Puma Details: Concept Mostro sneaker in Remake project, October 11 Social context: On Xiaohongshu, #roaringwild has 775,200 reads and 26,600 followers, and #puma has 76,500 followers and 287.2 million reads. Verdict: The “Puma Mostro Drip” iteration takes the archival sneaker in an experimental direction, aligning with both brands’ goals of pushing design boundaries. The dramatic drip motif across the shoe and box exemplifies a high-fashion approach to streetwear that is likely to captivate trend-conscious consumers, while elevating cultural capital in artistry for both brands. Puma’s partnership with Roaringwild, a prominent streetwear label from China, showcases its strategy of tapping into local cultural influences and connecting with global urban fashion communities. This collaboration broadens Puma’s appeal by merging its sportswear heritage with Shanghai’s high-energy streetwear scene, positioning the brand as both innovative and culturally inclusive. Known for collaborations with global brands like Vans, Casio, and Adidas, Roaringwild’s partnership with Puma continues its ascent in international streetwear. This project not only solidifies Roaringwild’s reputation as a creative leader in China, but also reinforces its influence on a global scale, drawing attention to the label’s ability to bring fresh perspectives to iconic footwear designs. Fila x Huang Jingyu (Johnny Huang) Details: Whale sneakers, November 8 Social context: On Xiaohongshu, #Fila has 249.4 million reads, and #HuangJuingyu (黄景瑜) has 1.84 billion reads. Verdict: By collaborating with celebrated Chinese actor and model Huang Jingyu, Fila is capitalizing on the star’s influence to strengthen brand affinity within China. His established popularity from major film and TV roles appeals to a broad, youthful audience, likely enhancing the Whale sneakers desirability and boosting Fila’s presence in China. Given Fila’s record revenue in China, where it grew revenue 16.6% YoY to $3.5 billion (RMB 25.10 billion) in 2023, this collaboration reflects Fila’s strategic use of local influencers to maintain momentum. By aligning with Huang, the sportswear giant taps directly into local cultural tastes. Fila’s success in China since it was acquired by Anta Sports in 2009 demonstrates the benefits of a localized brand strategy.

Sportswear giants eye China’s design talent

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Sportswear giants eye China’s design talent