Trail blazers: How sports labels build communities

Athletic labels are doubling down on community-driven marketing and experiential events as they compete for mindshare among China’s increasingly discerning sports consumers. From Hoka’s trail running festivals that blend competition with cultural storytelling, to Nike’s reimagined campaign messaging targeting Gen Z athletes, brands are moving beyond traditional product launches to create deeper emotional connections with consumers. This shift reflects a broader industry trend toward authentic engagement, as seen in recent ambassador signings, retail expansions, and leadership appointments across the sector. Brand spotlight: Hoka holds 3rd stop of its annual runner’s festival Hoka One One staged the third stop of its annual “Flying Run Carnival” in China on September 12 and 13, drawing some 2,000 runners to the slopes of Xuedou Mountain in Ningbo. Built around the theme “Cross Taller Mountains” (共越更高山), this year’s gathering pushed further than before. A new two-person trail format debuted, turning camaraderie into a feature of the course itself. Distances of 12km and 20km catered to both newcomers and seasoned athletes, while women-focused support points along the route and the unveiling of the brand’s Mafate 5 trail shoe underscored Hoka’s attention to diverse needs. Yet, competition was only part of the picture. The weekend leaned into community spirit: runners were smeared with “dirty” makeup, or shaped clay in DIY workshops. At the “Dirty Talk” mountain-side forum, women runners and cross-disciplinary guests spoke about the liberation of getting messy — recasting dirt as a badge of authenticity. Elite pacers shared hard-won lessons, local clubs brought their stories, and film screenings before the race flowed into a party after it. Together, these activities formed not just an event but a cultural memory — one stamped with Hoka’s idea of how running should feel. Consumer response Jess Chen, Jing Daily reader “For Hoka, the Ningbo carnival was a masterclass in brand execution. From the paired race format and women-specific support to the debut of the Mafate 5, every move spoke directly to its core audience. What stood out most was how the brand moved beyond product features, using visceral touchpoints like ‘dirty makeup’ and the ‘Dirty Talk’ forum to translate trail culture into a language of emotion and empathy. This wasn’t just event management; it was a deliberate investment in community equity, laying groundwork for long-term resonance in China.” Jessica Sui, Jing Daily reader “The event highlighted Hoka’s sharp instinct for experiential marketing. The race became more than sport — it morphed into a multidimensional space where product, culture, and people converged. Through film screenings and open conversations, the brand guided runners from functional recognition to emotional identification. The emphasis on female perspectives and collective storytelling was especially astute, aligning with the rise of women’s sports consumption in China while humanizing the brand with warmth and personality.” Brand updates Anta Group strengthens compliance, eyes Southeast Asia expansion Anta Group disclosed the latest results of its anti-corruption campaign on September 16. As of August 2025, 46 internal and external individuals — including one executive at the president level — had been handed over to judicial authorities on suspicion of criminal misconduct, involving a total of roughly 30 million RMB ($4.3 million). The move underscores the company’s determination to strengthen compliance and build a more transparent corporate ecosystem. The Chinese multinational is accelerating its international push. At the third Asian Vision Forum held recently in Singapore, the group announced an ambitious target: to open 1,000 Anta-branded stores across Southeast Asia within the next three years. The plan signals not only a rapid expansion of its retail footprint, but also the company’s intent to localize operations and tap into evolving consumer demand in the region. By advancing on both anti-graft and global expansion fronts, Anta is positioning itself for more sustainable long-term growth. Lululemon debuts ‘Scuba Movement Theater’ in Hangzhou To mark the 2025 Tmall Super Brand Day and Lululemon’s 10th anniversary on Tmall, the label held an immersive event, dubbed “Scuba Movement Theater,” by Xianghu Lake in Hangzhou on September 12. Brand ambassador and singer-songwriter Amber Liu, actor-singer Winwin Dong, and actress Xia Meng participated. World synchronized swimming champions Wang Liuyi and Wang Qianyi joined four national collegiate cheerleading champion teams for a vibrant showcase of energy and style. Nike redefines its ethos with ‘Why Do It?’ On September 4, Nike introduced a new brand slogan, “Why Do It?,” reframing its iconic “Just Do It” for a generation wary of failure. The debut film features Qinwen Zheng, LeBron James, Caitlin Clark, and Vinícius Jr. urging young athletes to embrace action as the first step toward victory. “This campaign is about sparking passion in the next generation,” said Chief Marketing Officer Nicole Graham. “Why Do It?” speaks to contemporary doubts with a simple provocation: “If you don’t try, how can you win?” Anna Sui Sport enters golf with a dreamlike twist Anna Sui Sport has unveiled its Fall/Winter 2025 golf line, “Swing to Joy,” guided by the design theme of “Sweetness Is My Rebellion." Infusing the brand’s signature whimsical codes into the sport, the collection blends traditional golf silhouettes with what it calls a “Trancore” (a portmanteau of traditional and core). Pieces include printed anoraks, emblazoned with purple butterfly quilted motifs, balancing performance with off-course wear. The line reimagines golf apparel as a vehicle for female self-expression. Under Armour Outdoor names Nicholas Tse as ambassador Under Armour Outdoor announced actor and entrepreneur Nicholas Tse as the new face of its outdoor line on September 8, coinciding with a brand upgrade. At the center of the update is “UA Explore,” a new compass-inspired insignia embodying fearlessness, navigation, purpose, and pioneering spirit. The initiative signals the brand’s ambition to expand its presence in the growing outdoor market, with Tse leading its call for boundless exploration. Timberland taps The8 as APAC ambassador On September 9, Timberland introduced The8 (real name Xu Minghao), a member of the South Korean boy band Seventeen, as its new Asia-Pacific ambassador, unveiling a desert-shot campaign film titled “Unbreakable You.” The collaboration includes a limited run of 208 customized Timberland x Xu Minghao The 8 boots, featuring distressed finishes, metal details, and laser-engraved logos. The brand also launched the Timberland 25 lightweight waterproof boot — 25% lighter than the classic yellow boot while retaining its durability and weatherproof construction. By partnering with Xu, Timberland is sharpening its appeal to younger consumers and local audiences. Fila Fusion drops ComoX shoe Fila Fusion launched its ComoX outdoor shoe on September 14, drawing inspiration from Italy’s Lake Como. Designed for young consumers moving between city and nature, the model pairs relaxed versatility with soft, low-saturation tones evocative of fall landscapes. A special “Luzi” colorway, created for brand ambassador actress Zhao Lusi, references purple-tinted sunsets. A limited-edition ComoX “Luzi” gift box was dropped on Douyin and the brand’s online store on September 13. People moves Arc’teryx appoints global VP of footwear marketing Arc’teryx appointed Murray Parsons as vice president of global footwear marketing on September 3. Parsons, who joined in June, is tasked with shaping the brand’s global strategy while collaborating across divisions on the revival of the ACG (All Conditions Gear) label. With prior senior roles at several consumer brands, he brings extensive industry experience. The move signals Arc’teryx’s ambition to scale its footwear category and reinforce its leadership in high-performance outdoor gear.

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Trail blazers: How sports labels build communities