"lululemon" Saucony has been making frequent moves recently, accelerating its roots in the Chinese market.
Saucony, a century-old professional running brand, officially announced the new brand spokesperson Peng Yuyan, and launched a new generation of comfortable cushioned running shoes TRIUMPH Triumph 22.
Before the news was announced, the Reuters photos of fans who recently met Peng Yuyan on the streets of Shanghai and the private clothes that appeared in Cannes were all Saucony. Peng Yuyan's consistent focus, self-discipline and sports label and Saucony's polishing in running shoe technology and professionalism are expected to make this cooperation achieve the effect of 1+1 greater than 2, further consolidate Saucony's "double elite" crowd positioning, and seize the shoe cabinet of Shanghai elites. After the news was announced, fans left messages of "double kitchen ecstasy", and Peng Yuyan's Cannes style has been sold out.
彭于晏戛纳上脚的戛纳同款已售罄
The Victory Running Shoe, which enjoys the nickname of "Runner's First Class" among runners, focuses on comfort and cushioning, and has been iterated from the first generation of Victory to the 22nd generation, upgrading the "First Class" experience of running elites in long-distance jogging training.
Peng Yuyan flew to Shanghai Hongqiao, Pudong and Shenzhen airports in first class
A few months ago, Saucony officially announced the brand's first brand friend Maggie Q since entering the Chinese market, and told the story of "her" with a stable female core with the FOR HER series of products. Prior to this, Saucony had not signed any spokesperson in the more than three years since the reopening of the Chinese market. Despite this, from joining Xtep Group in 2019 to 2023, Saucony's revenue has increased exponentially year after year, achieving profitability ahead of schedule.
Maggie Q和“FOR HER”系列
At a time when celebrity endorsements, cross-border co-branding and pop-up stores have become a regular activity for almost all brands, and consumers are increasingly numb to event marketing, Saucony still hits the target step by step with a steady pace.
On the one hand, the choice of Maggie Q and Peng Yuyan is very consistent with the core of the Saucony brand, and it also opens up the imagination of professionals and the public for a series of product styles to be launched in the future. In fact, the history of Saucony is much older than the well-known Adi and Nike. Founded in 1898, Saucony is one of the world's four largest jogging shoe brands, and has always pursued the ultimate comfort of running shoes to make runners feel enjoyable, and is affectionately known as "runner's first class". SAUCONY'S TRIUMPH VICTORY, KINVARA ELITE AND OTHER SERIES HAVE WON MANY AWARDS FROM THE WORLD'S LEADING RUNNING MAGAZINE "RUNNER'S WORLD".
On the other hand, with the help of Xtep Group's running genes, Saucony's turnaround is inseparable from its solid running lap operation. In 2023, Saucony will set up a running group base camp in Shanghai, bringing together people who share the same running hobby with running activities such as interval running for serious runners and LSD, introductory experience activities for runners, victory 2+1 car relay and urban running check-in. In the real-life stories of the 785 Saucony Run Club runners solicited by Saucony at the end of the year, the Run for Good spirit flowing among the members of the running group became the best illustration of SRC's opening up a bigger picture. This also coincides with the concept of the mountain-to-sea car relay race sponsored by Saucony for four consecutive years - "Running together, we are us".
On June 28, the 2024 year of crossing the mountains to the sea has just ended. Originating in the United States, it has been hailed as "the greatest long-distance relay race on the planet" by runners, and has gradually developed into a well-known feature event in China's running circle in recent years with a 5-person 1-car team relay system and an unknown experience across day and night, attracting running enthusiasts. With runner service at its core, Saucony has accompanied 25,000 elite runners on their journey from mountains to the sea since 2021. In addition to bringing the brand's flagship products to runners, it also provides runners with a high-quality running experience through intimate services such as fashion hair braiding, commemorative T printing, track stretching, and special food supplies.
For four consecutive years, Saucony has provided runner service
Empowering the race and runners with high-end professional craftsmanship and leading more people to run not only confirms the original intention of Saucony's new brand action, but also coincides with the long-term gene of Xtep Group, the parent company in China.
Ding Shuibo, Chairman of the Board and CEO of Xtep Group, has mentioned more than once that he adheres to long-termism when talking about the company's operating philosophy, and firmly believes that even if the external market is constantly changing, focus and focus are the magic weapons for Xtep to survive the cycle and win the trust of consumers. According to Xtep's 2023 financial report, the "differentiated" synergy between Saucony and Xtep in the running field is emerging with the sharing of Xtep's main brand and Saucony's product innovation, marketing and distribution channels. Market commentators have high hopes for this, believing that Saucony is expected to become Xtep's FILA, driving continued growth in future performance.
This article is promotional information, does not represent the views of this number, if there is any violation, infringement please contact us, we will deal with it in a timely manner.