Is China The New Haven For Aged Italian Sportswear Brands?

Little known fact…one of the biggest sportwear brands in China isn’t worn by Kobe or by Beckham. Actually, Kappa isn’t endorsed by any sports stars but it since it’s acquisition by the Dongxiang group in 2002 the brand has seen increased sales of up to $486 million.

Kappa which was once a symbol of, as Graham Brown describes, rave culture cool in the UK and a mark of Italian sporting style in the rest of Europe. It is now known in China for it’s proud show of European heritage, bold colorings and fashion forward styles. Kappa can best be said to be a youthful but obtainable sports lifestyle brand which wears it’s European influences quite literally on it’s sleeve.

Whilst often lumped in with competing local and foreign sports brands, Kappa sets itself out from the pack by dubbing itself a fashion line, influenced by sports. The brand chooses to affiliate itself more closesly with youth style icons and websites. And even for the sports events it does get involved with, e.g. golf, it makes them a more stylish and star powered affairs. This is a smart move.

Many Chinese youth, especially in the run up to the dreaded gaokao (college examination), are not particularly involved in sports. They often dress to a more modest fashion tone so as to reflect a more dilligent appearance.

Kappa strikes the right balance of casual but fashion forward leanings. It’s less expensive than Nike and Adidas but more luxurious than Anta and Li Ning. A true blend of foreign and local.

Chinese celebreties attend a fashion event sponsored by YohoxKappa.

With the Dongxiang group acting as the vanguard in this market others have been quick to follow. Anta has acquired the brand rights to Fila and Li Ning to Lotto – both brands showing that if you can’t buy your own history, then you can at least buy someone else’s.