Sports Brands Fight Outdoor Market Xtep Outdoor New Brand XUP Released
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In recent years, the outdoor market has become a hot spot for sports and fashion brands. On November 18, 2014, Xtep Outdoor Brand XUP made its debut in Guanyinshan, Xiamen. During the Xpress XUP event, Dr. Xiao Lihua, Senior Vice President of Xtep Group, announced that China is entering a new era of outdoor activities, with the market expected to reach 28.4 billion yuan in 2014. More people from all walks of life are showing interest in outdoor products, and XUP is positioned as a new brand under Xtep Group, aiming to capture this growing demand.
According to reports, XUP targets outdoor enthusiasts with middle-income levels, appealing to a wide age range from young to mature individuals. The brand focuses on current market trends, offering versatile designs suitable for various outdoor activities such as mountain climbing, rock climbing, rafting, picnics, camping, tourism, sailing, sea fishing, driving, dragon boat racing, swimming, yoga, and cycling.
As more people embrace outdoor sports, both traditional sports brands and fashion labels have started to enter this competitive market. What sets Xtep apart? The design team behind XUP is a global coalition, bringing together talent from eight different countries. In an interview with the media, Dr. Xiao confidently emphasized that Xtep’s commitment to fashion is not just a marketing phrase—it's deeply embedded in their philosophy. The brand has brought in designers from the U.S. and Italy, ensuring a fresh and innovative approach.
In terms of color design, XUP has moved away from the traditional black and white palette. Instead, they focus on vibrant, stylish colors that reflect the energy and vitality of outdoor life. This shift not only enhances visual appeal but also aligns with modern consumer preferences for bold and expressive styles. With its unique blend of functionality, style, and global design influence, XUP aims to stand out in the rapidly expanding outdoor market.