Recently, Anta, a domestic sports brand, announced to join hands with keep, a high-tech sports brand, and invited Olympic champion Shi Zhiyong to take part in the recording of keep's fitness course. Not long ago, puma, a sports brand, also cooperated with super orangutan, a fitness brand. According to the analysis of industry insiders, sports brands and fitness brands are empowering each other to tap the consumption potential of young people.
It is reported that in the training course jointly created by Anta and keep, Shi Zhiyong, as a teacher, recorded two strength training courses, namely "primary course of whole body strength" and "advanced course of whole body strength". In addition, Shi Zhiyong will meet users at keep's keepland gym.
The person in charge of keep told China Business Daily that Anta, as a well-known sports brand in China, has been promoting the Olympic spirit and culture all over the world in recent years, while keep, as an advocate of sports lifestyle, has been encouraging more people to join in sports, and the ideas of the two brands coincide. In the future, Keep hopes to join hands with more brand partners to simultaneous interpreting healthy sports lifestyle.
In addition to Anta's cooperation with keep, Puma has also cooperated with super orangutans for a long time. On October 19 this year, Puma and super orangutan jointly held a "challenge to the unknown" activity in Shanghai, which invited 200 opinion leaders from the fitness industry and puma spokesperson gulinaza.
In fact, in May this year, Puma and the super orangutan worked together. It is understood that during the cooperation, a total of 25 coaches signed a contract with puma to further promote the brand.
In addition to activities, Puma and super gorilla jointly developed a special course ROCK IN JUNGLE fat challenge, the course in flash form in Shanghai Xintiandi fashion all-around shop online.
In recent years, there are many cases of cooperation between sports brand and fitness brand. The main form of cooperation is the cooperation between sports brand and fitness brand to build a gym.
In May this year, the gym jointly built by sports brand andema and fitness brand Warcraft fitness opened in Nanjing. It is reported that most of its members are professional fitness people, and most of its resident coaches have achieved good results in international competitions. In the gym, you can see a lot of fitness equipment of andema brand.
In July last year, Reebok, a sports brand, opened its first flagship store in Asia Pacific in Shanghai. The flagship store was built in cooperation with crossfit, a fitness brand, in an attempt to integrate sportswear retail and fitness experience. According to reports, the first floor area of the flagship store is mainly Reebok's sports products. We offer a comprehensive fitness training course for crossbox and crossit on the ground floor.
Cha Weiwen, vice president of Reebok Asia Pacific brand and general manager of Greater China region, said that this new attempt can make consumers more familiar with the company's products, and the company will continue to layout similar stores in the future.
According to Wang Huaiyuan, an investor in fitness industry, the cooperation between sports brand and fitness brand is a process of mutual empowerment and mutual borrowing. Sports brands can get more attention from young consumers in the cooperation, and gyms can enhance the brand value with the help of the influence of sports brands. In addition, this kind of cooperation can also strengthen the exchange and transportation of talents.
"In the past, sports brands like to look for sports star endorsement to highlight the professionalism of their products. Now, sports brands get the attention of young consumers in a more opportunistic way. In the future, the marketing methods of sports brands and fitness brands will be more flexible." Wang Huaiyuan told China business daily.
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