SHENZHEN, China, May 6, 2024 /PRNewswire/ -- The 2024 Volvo China Open will be held from May 2 to May 5 at Shenzhen Yinxiu Golf Club. On May 1, FILA GOLF and Volvo China Open officially held a press conference, and the former once again became the exclusive apparel sponsor of the 2024 Open. At this press conference, Shi Rui, Vice President of Marketing of FILA Greater China and General Manager of FILA GOLF, released the signal that its high-end sports fashion children's brand FILA KIDS has officially "entered" the golf field, which will continue the brand's professional sports genes and open a new era of golf elite inheritance.
FILA GOLF and Volvo China Open signing press conference
In the field of high-end professional sports for teenagers, FILA KIDS has always been at the forefront of the industry, focusing on the combination of professionalism, strength and sports aesthetics. The brand has successively cooperated with top domestic competitions in tennis and skiing, and has successfully held professional events such as the FILA KIDS Diamond Cup Youth Tennis Challenge and the FILA KIDS National Alpine Skiing Youth Championship for many years, establishing a high-end professional brand image in the field of youth tennis and skiing. FILA KIDS is deeply involved in the youth group, carefully plans the layout of professional sports, accompanies the growth of young athletes with professionalism, and helps them perform on the field with ingenious products.
With the development of golf at a younger age in China, FILA KIDS intends to cultivate a new generation of future light for this sport. According to the official website of the China Golf Association, the number of junior golf tournaments held at all levels and the number of participants have shown a blowout trend. Under the concept of more open education, contemporary elite families encourage the new generation of children to explore a freer and more diverse growth path, and golf has become one of the first choices for elite families to release freedom and individuality. FILA KIDS' action to expand the golf product line will not only boost the professional recognition of the brand, but also further expand FILA's leading position in the golf apparel industry.
Liu Xiaoqian and Zhao Xingyu exchanged views on the same spot
FILA KIDS also adopted the same strategy as the "first step" in the field of golf, taking the lead in in-depth exchanges with the Volvo China Open. Founded in 1995, the Volvo China Open is the longest-running international professional golf tournament in Chinese mainland and the highest and most influential golf tournament in China. This year's Volvo China Open was certified by the European Tour, and the scale and level of the event have been comprehensively upgraded, with professional golfers from all over the world competing on the same field.
At this year's Volvo China Open, FILA KIDS invited 9-year-old player Liu Xiaoqian to watch the game and interact with FILA partner player Zhao Xingyu on the same field to immerse themselves in the atmosphere of the top professional competition.
FILA KIDS has launched a range of junior golf products
Liu Xiaoqian wore FILA KIDS' European Tour co-branded professional jersey for young athletes, and took every swing seriously under the guidance of Zhao Xingyu. Under the dual-professional strategic direction of "fashion leading + elite sports", FILA KIDS integrates ingenuity and craftsmanship into product technology, and creates an "Air dot" cutting-edge technology ventilation system through jacquard and punching design. At the same time, the "Hyper-move" bondage sports version is iteratively upgraded, and the back "eight" structure is divided, so as to concentrate the strength on the core of the back and maintain the stability of the strength of the young athlete during the swing. The innovative exploration of the product side allows FILA KIDS to strengthen the minds of its own brand in the youth group and create professional field equipment for the youth group in an all-round way.
FILA KIDS clothing details to help stabilize the swing
Parents in contemporary elite families are a generation that has grown up with the economic boom and open information, and they have a clear pursuit of sports quality and fashion aesthetics, which also makes them choose brands for their children that are equal to their aesthetic needs and can resonate with value. Under the dual-professional strategic direction of "fashion leading + elite sports", FILA KIDS is using its brand spirit and ingenious products to encourage teenagers to break through their own boundaries and become the next generation of sports legends.