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The elegant bird sword strikes the front and tries to enter the “life eraâ€
Not long ago, the latest ad campaign for the stylish brand "Elegant Bird," featuring the slogan "Love is a Sport," took the internet by storm after airing its first five episodes on CCTV. Netizens quickly embraced the concept, sparking a wave of creative responses such as "Shopping is also a form of exercise" and "Cooking is also a type of sport." The phrase "X is also a kind of movement" went viral online.
With the rise of the internet, the idea of "movement in every aspect of life" promoted by Elegant Bird has gained widespread acceptance. This echoes the experience of many sports brands in Jinjiang, where the focus has shifted from purely competitive sports to embracing a lifestyle centered around sports and leisure.
Zhang Yongming, Brand Director at Guiren Bird (China) Co., Ltd., explained that as the global sports industry moves towards integrating into everyday life, there's a growing emphasis on全民å¥èº« (national fitness). Brands like Elegant Bird need to adapt accordingly.
Industry experts note that the "Love is also a sport" campaign promotes movement beyond traditional athletic contexts, encouraging activities like shopping, cooking, and walking as forms of exercise.
Coinciding with this shift, the PLAYBOY sports series by Sanshu Group held a spring/summer launch event earlier this year, emphasizing lifestyle-oriented sports. Chen Shuhuan, CEO of PLAYBOY (China Sports Marketing), mentioned that their strategy involves highlighting leisure over pure athleticism to attract consumers.
Xtep’s success has set a precedent for other local brands like Anta and 361°, which are increasingly focusing on fashion and lifestyle products. This trend has inspired newer brands to follow suit.
The market for lifestyle sports is expanding rapidly. Driven by the Olympics and modern lifestyles, people are prioritizing health and wellness, making sports not just a hobby but a way of life.
Pan Chengbin of Puti Advertising noted that the growing popularity of diverse activities like elegant sports, outdoor activities, and slow sports reflects this shift.
Resource limitations in high-end sports events have also pushed brands to explore new markets. As Wang Dianming of Shanghai Taidong Culture Communication pointed out, the potential market for lifestyle sports in China could reach 560 million within the next five years. Who will lead this new frontier? The possibilities are endless!