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The elegant bird sword strikes the front and tries to enter the “life eraâ€
Not long ago, the latest advertisement from Elegant Bird featuring the tagline "Love is a Sport" took the internet by storm after airing during the first five episodes on CCTV. Netizens quickly embraced the campaign, sparking a wave of creative responses like "Shopping is also a form of exercise" and "Cooking is also a type of sport." This playful trend of "X is also a kind of movement" quickly went viral online.
With the power of the internet, the concept of "movement in every aspect of life" promoted by Elegant Bird gained widespread acceptance. This echoes the experiences of many sports brands in Jinjiang, which have successfully transitioned into the "life era."
Elegant Bird's latest ad showcased a charming storyline where a man meets a woman on a bus. Inspired by the slogan "Love is also a sport," he leaps off the bus to pursue her, engaging in activities like picking flowers and jumping over hurdles. The ad concludes with the woman wearing a floral decoration, reinforcing the message that love can be seen as a form of exercise. Zhang Yongming, Brand Director at Guiren Bird (China) Co., Ltd., explained that as the global sports industry shifts towards integrating into everyday life, so too must sports brands adapt. The rising popularity of fitness initiatives aligns perfectly with this change.
Industry experts note that the "Love is also a sport" campaign goes beyond traditional notions of sports and fitness. It promotes movement in everyday life, whether it's shopping, cooking, or walking the dog. Similarly, the PLAYBOY sports series by Sanshu Group emphasized a lifestyle approach with its spring/summer collection launch in August 2010. Chen Shuhuan, CEO of PLAYBOY (China Sports Marketing), highlighted the importance of moving away from purely athletic designs to embrace a more casual, life-inspired aesthetic.
Xtep has set an inspiring example for other brands in Jinjiang. Local brands like Anta and 361° have increasingly focused on fashion-forward products, making their offerings more relatable to everyday consumers. This shift has opened new opportunities for emerging brands.
The "life" sports market is expanding rapidly. Driven by the Olympics and the increasing pace of modern life, there is growing demand for activities that promote health and wellness. This focus on holistic well-being has turned sports into a lifestyle choice. As Pan Chengbin from Puti Advertising pointed out, the concept of "love as a sport" fits seamlessly within this broader cultural shift.
Traditional sports like elegant sports and outdoor activities are gaining traction among younger generations. Moreover, the limited availability of resources for elite sports has pushed brands to explore new avenues. Wang Dianming, a project manager at Shanghai Taidong Culture Communication, noted that while professional sports brands dominate a market worth hundreds of millions of dollars, the potential for lifestyle-focused sports is vast—estimated at 560 million consumers in China alone.
Who will lead this new frontier? The future holds immense possibilities for those who can capture this evolving market.