Flying forward, once again

Famous Chinese sneaker brand Feiyue looks to have shaken off years of ennui and its 'cheap shoe' image by leveraging e-commerce and diversifying its product range to attract young consumers

The rise of Feiyue outside of China has much to do with the European fashion world's fascination with retro or traditional China. To them, Feiyue is not merely a pair of sneakers, but nostalgia."

- Ning Zhong, professor from the School of Management at Shanghai's Fudan University.