Sports big business Tan Liwen reported
On February 8, Beijing time, the 2022 Beijing Winter Olympics ended the competition for the fourth match day. The "2022 Beijing Winter Olympics Sports Brand Value List" produced by sports big business has also updated the latest "brand battle situation". The "ANTA System" continues to cover the top three of the list, with Philae, Desante and ANTA ranking in the top three.
"Sports Brand Value List" is a regular column of sports big business during the Beijing Winter Olympics, counting what brands of competition uniforms and medal-receiving uniforms the sports teams and athletes who won medals wear, and then ranking according to the number of medals under the brand name.
This is the first time since the 2016 Rio de Janeiro Olympic Games to produce a sports brand value list, and the general award clothing brand has also been included as a statistical object, in order to more fully reflect the important exposure of various sports brands in the competition. Since the medal ceremony is held in the awards square and will not be fully awarded until one day after the general competition, the data of the medal collection uniform will be postponed for one day.
Chinese brands continue to shine! Peak has seen both countries make history
On the fourth competition day, when Slovenian athletes won the runner-up in the men's parallel giant slalom of snowboarding, the delegation sponsored by the Chinese brand Peak has won gold, silver and bronze medals at the Winter Olympics.
Slovenia also won a bronze medal in the women's parallel giant slalom on snowboarding on Day 4. Four days later, the team sponsored by Peak had already won a total of 3 gold, 1 silver and 2 bronze at the Winter Olympics. It's just that because the statistics of the sports brand list have been postponed by one day, the current list does not count the 1 silver and 1 bronze of Peak Day 4.
Currently 6 medals of the "Peak Army", from the delegations of Slovenia and New Zealand. Among them, New Zealand's 20-year-old Sinnott won gold in the women's steeplechase on snowboarding, and Peak witnessed the southern hemisphere island nation's gold medal at the Winter Olympics "breakthrough of zero"!
Sinnott stood on the highest podium of the Winter Olympics wearing a Peak medal suit, which made all the people of New Zealand feel boiling, but also brought high-quality exposure to Peak, confirming the unique effect of Peak's sponsorship delegation strategy.
The best result in the history of the Slovenian Winter Olympics was set at the 2014 Winter Olympics in Sochi, with 2 silver, 2 silver and 4 bronze medals in total, and 5 athletes on the podium. So far in the Beijing Winter Olympics, Slovenia has won 2 gold, 1 silver and 2 bronze, and 6 athletes have won medals. Slovenia also made history in terms of the number of medal-winning athletes.
The Share medal scene appears for the first time
In the curling mixed doubles competition of this Winter Olympic Games, for the first time, multiple brands "shared" a medal.
The curling mixed doubles gold medal was won by the Italian team, which involved three brands, namely Philae, Hardline and Balancampus. Two of them wore Phillip tops, with the male contestants choosing to wear Hardline race pants and the female contestants opting for The Balancplus.
In the Silver Norwegian combination, the top uniform is uniformly provided by Craft. The male contestants' pants still came from Craft, while the female contestants also chose Hardline.
BalancePlus and Hardline are both professional brands in the field of curling, in addition to sportswear, also provide shoes (Norwegian female athletes wear BalancePlus shoes, but sneakers are not included in the sports brand list statistics), gloves, brushes and other equipment. If nothing else, the two brands will only be able to make the list with medals in the curling event.
The Chinese elements of the Ice Overlord
In the men's super slalom event on downhill skiing on Day 4, a Norwegian athlete wore a Phenix race suit and won a bronze medal. This is also the first time that Phenix has won a medal through a race uniform at the Winter Olympics, having previously been on the list as a sponsor of the medalwear of the ice and snow powerhouse Norway. As of the time of writing, Norway topped the medal table with 4 gold, 1 silver and 4 bronze.
Originally a Japanese company, Phenix was founded in 1952 to sell extreme outdoor sporting goods. In 1967 the company's business transformed from wholesale sales to manufacturing and began working with the German skiwear brand Bogner on skiwear technology. Beginning in 1972, Phenix focused on the development of ski suits and established a product laboratory.
Phenix was associated with Norway earlier. Since 1993, Phenix has sponsored the Norwegian national ski team. Since 2009, Phenix has been a clothing sponsor for the Norwegian Olympic Committee for the Winter and Summer Olympic Games. At the Tokyo Olympics, the medalwear worn by Norwegian athletes was provided by Kappa, while the Beijing Winter Olympics continued to be equipped by Phenix.
Strictly speaking, Phenix is currently a Chinese brand. In 2008, China Trend subscribed for 91% of Phenix's shares for approximately HK$38.438 million, making China Trend the holder of the Phenix brand. It is worth noting that Kappa's Chinese agency rights are also owned by China Trend.
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