Intense competition, camaraderie boost popularity of local games, events

This summer, a team of six people from Shanghai, including professional trainers and office workers, participated in a nationwide fitness race, as community sports enthusiasts in China tuned in with the spirit of the Paris 2024 Olympic Games.

After a monthlong preparation and regional competition, the national final of the 2024 Lululemon Summer Sweat Games was held in Beijing last month.

Scarlet Wan, leader of Team Shanghai, said the games were more about enjoyment and camaraderie than intense competition. "The matches I usually participate in are very competitive. These games prioritized joy, fun and teamwork," said Wan, who is in her 30s.

The team members said they dedicated almost an hour each day over the prior five weeks to prepare for the games.

The event brought together eight winning teams from regional finals across the country. Team Fengtian Summer from Shenyang, Liaoning province, won in the finals.

The campaign, which kicked off in June, attracted more than 1,000 teams from nearly 40 cities across the country.

The 751 D-Park Locomotive Plaza in Beijing was transformed into a vibrant community space, offering more than 10 interactive activities, such as the Warrior's Bell, Hurricane Cycling, Curling Bumper Cars and Tug-of-War. A variety of fitness classes such as yoga, boxing, Zumba and Pilates were held for public visitors.

Chen Yulu, a member of the Shanghai team, said "the challenges require strength, cardio, balance, flexibility, teamwork and mental resilience", referring to the comprehensive physical demands of the games.

"Because of the community and fun aspects, this event brought together people from all walks of life to experience the joy of sports and the importance of well-being in daily life," Chen said.

The games also generated buzz across social media.

Rong Ping, a member of Wan's team, shared his experiences on social platforms like Xiaohongshu (Little Red Book).

"Many people read my posts about the games, and now they're interested in joining next year," said Rong, who is in his 50s. "This campaign can encourage people of various age groups to engage in fitness and exercise."

Wan praised the valuable role Rong played in the group. "The fact that Rong is older brings more life experience and maturity to our team — he's the stabilizer of our journey."

Huang Shiguo, another team member, shared his unwavering commitment to fitness. "For me, exercising is as essential as sleeping and eating," Huang said. "I'll continue my daily routine and look forward to joining more games in the future."

Sports events connecting communities in cities across the country have also translated into rising awareness of sports brands and driven sales of activewear makers.

Leading athletic apparel, footwear and accessories company Lululemon Athletica Inc said it posted a 34 percent year-on-year increase in net revenue from the Chinese mainland in its fiscal second quarter that ended July 28, driven by an influx of new customers through its stores and e-commerce platforms, alongside a diverse product portfolio.

"Our business remained strong in the second quarter as we continue to bring new guests into the brand through our stores and multiple e-commerce platforms," Calvin McDonald, chief executive officer, said about the brand's continued robust performance in the mainland market.

McDonald attributed the growth to Lululemon's "innovative product offerings and omnichannel operating model".

"We are acquiring guests through our unique made-to-feel positioning, which comes to life through our commitment to movement and community, all of which supports the Healthy China 2030 initiative," McDonald added.

During the second quarter, Lululemon's Summer Sweat Games expanded to more than 70 stores across nearly 40 cities, engaging about 10,000 participants.

Looking ahead to the third quarter, Lululemon plans to leverage World Mental Health Day in October with events across several cities in China.

"We remain excited about the potential for Lululemon on the Chinese mainland," McDonald said. "Our business remains strong, and we believe several factors will continue to benefit us."

During the post-results earnings call, McDonald said Lululemon's footprint in the Chinese market is still relatively small, with 132 stores as of the end of the quarter.

Sportswear brands have geared up for more collaborations with competitions and training to enhance their community engagement.

Asia Crossfit Championship, a leading fitness event, has joined hands with Adidas to collaborate on events, user community, training, court channels and member services.

The Asia Crossfit Championship will be held in Shanghai in the fourth quarter.