Chinese sports brands set sights on European expansion at 2026 Winter Olympics

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.