Peak Sport Signs Cooperation Agreement with Brazilian Olympic Committee: How Does the Chinese Brand


In the afternoon of September 5 Beijing time, the internationally famous sports brand Peak Sport signed a strategic cooperation agreement with the Olympic Committee of Federative Republic of Brazil, signifying that Peak Sport has embarked on the road of pioneering into BRICS markets.

Xu Zhihua, General-Manager of Peak Sport, signed the agreement with Agberto Guimaraes, Executive Chairman of the Olympic Committee of Brazil (COB). The two parties will cooperate on all fronts during the next Olympics period. Xu Jingnan, Chairman of Peak Sport, Wu Bingrui, Vice General-Manager of Peak Sport, and Rafael Grabowski, COB’s General Commercial and Marketing Manager, attended the ceremony.

As Guimaraes remarked on the signing ceremony, “Among the 13 national Olympic Committees that have signed agreements with Peak Sport, COB is the youngest. Just like a little baby, we’re going to grow up with Peak Sport. I’ve heard that many athletes in Peak sportswear have won the championships. I believe that, with the help of Peak sportswear, Brazilian athletes will achieve better performance.” 

Target at BRICS Market and Seize New Development Opportunities of Globalization

In fact, the signing ceremony coincided with the convention of the Ninth BRICS Summit. Two days before the ceremony, Chairman Xu was invited to the first important event in the Summit—the 2017 BRICS Business Forum. On the Forum, Chinese President Xi Jinping put forward four ideas with regard to working together to usher in the second “Golden Decade” of BRICS cooperation, offering Chinese wisdom and plans for the future cooperation.

As one important cultural form in modern society, sport is by any definition a key hitting-point of solving structural problems the BRICS countries face at the moment, and contributing to the “Golden Decade” in terms of social and cultural development.

Over the years of “globalization”, as China’s representative sports brand, Peak Sport has established intimate partnerships with four of the BRICS countries, namely Russia, Brazil, India, and South Africa. As early as in the early 1990s, professional Peak sportswear was available in the Russian market. Since then, Peak Sport signed cooperation agreements with basketball organizations such as BC UNICS Kazan of VTB United League and Russian School Basketball League (SBL), taking the spotlight in the Russian basketball world.

At the Rio Olympic Games held in summer 2016, Peak Sport sponsored 12 national and regional delegations. The triangle-shaped logo of the brand could be seen everywhere inside and outside the arenas. It was the “splendor” Peak Sport created at the Rio Olympic Games that impressed the COB. Recognizing Peak Sport’s international influence and product quality, the COB finally decided to strike sportswear sponsorship with Peak Sport.

As Chairman Xu remarked, “BRICS countries have long been a key force propelling global economic growth, promoting the reform of global order, and maintaining international peace and stability. Deepening BRCIS partnership is expected to provide us with important opportunities to expand the world market. We will, based on past achievements, avail this opportunity to strengthen our contacts with these countries and support Peak Sport franchisers in local markets, thus ushering a golden future for all parties!”

Stick to Innovation-driven Development and Spark the Land of Samba with Professionalism

As an official partner of COB, Peak Sport plans to support Brazilian delegation at the PyeongChang 2018 and Beijing 2022 Olympic Winter Games and Tokyo 2020 Summer Olympics, as well as other international sports events. The classic, fashionable and professional sportswear specially designed for the delegation was showcased on the signing ceremony.

For years, Peak Sport has been insisting on launching “professional” products, and taking technological R&D, design and innovation as the key competitiveness of the company. This time, Peak designers utilized green, yellow, and blue, the three national colors of Brazil, as the basic design language, and injected new vigor into their design traditions by innovating design philosophies, processing techniques, and materials sciences, so as to support Brazilian athletes in achieving impressive performance in the international arenas.

With lots of internationally influential sports stars and brilliant achievements in international competitions, sports in Brazil are unique compared with those in other parts of the world. From now on, Peak Sport will support Brazil in taking a step further along the road of sports development, and expand its overseas market in Latin America with Brazil and Argentina as the hinterland.

JD Capital became a shareholder of Peak Sport in 2016 upon the signing of a cooperation agreement. In the future, JD Capital will join hands with Peak Sport in seizing new opportunities surfacing out of the sports industry amidst consumption upgrade.