With the
Winter Olympics now under way in Milan and Cortina, Chinese brands involved in the Games are mounting an ambitious marketing push across Italy and Europe, with sportswear and sports equipment naturally taking centre stage.
At the forefront is
Li Ning, the company supplying the national team with clothing and gear for the competition after returning as the official partner of the Chinese Olympic Committee (COC) – a role that had previously ended in 2004.
The partnership coincides with Li Ning’s efforts to push into overseas markets. Founded by the legendary Chinese gymnast of the same name, the company made its
Milan Fashion Week debut in January, showcasing its urban Glory line. The runway show, held in an industrial hall converted into an indoor ski station complete with chairlifts, drew the likes of movie star Jackie Chan.
Another domestic heavyweight,
Anta – the COC’s official partner from 2009 to 2024, before Li Ning reclaimed the title – is outfitting the Greek national team at this year’s Winter Olympics under a deal with the Hellenic Olympic Committee.
The Games offer a crucial opportunity for both brands to showcase their products on the global stage as they seek to
expand beyond China.
In the first half of 2024, Li Ning said it would roll out strategies tailored to overseas consumers, aiming to “achieve a breakthrough abroad”, though progress had been limited so far.
The company’s financial statements showed that sales outside China in the first half of 2025 amounted to 250 million yuan (US$36 million), about 1.7 per cent of its total revenue of 14.8 billion yuan (US$2.13 billion) – unchanged from the level reported a year earlier.
By contrast, Anta has steadily expanded its global footprint. It recently announced it would acquire a 29 per cent stake in German sportswear brand Puma for €1.5 billion (US$1.77 billion) and, before striking the deal with Greece, had already become an official sportswear supplier to the International Olympic Committee in 2019.
The 2026 Winter Olympics has also opened doors for Chinese companies whose core business lies outside sports.
TCL, the consumer electronics maker, has built a visible presence by signing 14 international athletes to represent the brand, including China’s Eileen Gu. On Thursday, the company also launched a showroom opposite Milan Central Station to showcase its latest products.
