Homemade sneakers gain more popularity

TIANJIN－Donning his wireless earbuds and new sneakers, Chen is in high-spirits as he begins his workout routine after getting off work in Beijing.

A sneaker aficionado and collector, the 29-year-old Chen used to prefer foreign brands, but now his closet is full of shoes made and designed in China.

"I have changed my opinion on Chinese sneakers in recent years. Many domestic brands are doing a good job on things like sole materials and waterproofing, as well as the design," Chen said, adding many sneakers designed in China are now good value for the money.

Running shoes made in China are outperforming overseas peers in the domestic market, according to statistics released in March 2021 by Joyrun, one of China's leading sports-data platforms. The figures showed that during the first quarter, domestic brands occupied the top two spots in the popularity rankings for new sneakers at Tmall, the online marketplace of Chinese e-commerce giant Alibaba Group.

The same thing could be seen at a branch of Li-Ning, a renowned Chinese sportswear brand, in Tianjin. Sales personnel are kept busy by customers eager to try on the sneakers.

"Domestic brands were often favored by senior citizens due to their relatively low cost. But nowadays, the sneakers designed in China are catching on among a growing number of young customers," said Zhang Haiyuan, a shop assistant who has worked in the store for five years.

Ordinary consumers are not the only ones who have changed their minds.

At the 2019 BMW Berlin Marathon, Chinese marathon runner Dong Jianguo finished the race in two hours, 8 minutes and 28 seconds wearing Chinese sneakers. At the 2020 Guangzhou Marathon and the 2020 Shanghai International Marathon, many top-ranked contestants also chose sneakers from domestic brands.

"In the past, most athletes wore shoes from famous foreign brands. But now, the performance of domestic brands has improved, making them an option for professional athletes," said Cheng Yang, creative director of Joyrun.

The domestic brands are helping athletes improve their performance, which is a great affirmation for any sports brand, Cheng added.

The secret to success for China's bestselling sports sneakers is the combination of creativity and technological innovation.

In an operations center of Chinese sportswear producer Xtep in Xiamen, Fujian province, professional athletes run around the track. HD-infrared cameras capture their movement, while sensors record the pressure distribution and force transmission of their feet.

The company wants to make its own sneaker database with the help of high-tech equipment, including 3D foot scanners and testing machines.

"Our company's investment in research and development keeps increasing every year. We are looking for potential improvements by means of scientific tests and simulation," said Zhu Ding, vice-president of Xtep.

Anta, another Chinese sportswear giant, has collected more than 30,000 foot types from across the country and made a specialized database for Chinese customers in the search for more comfortable sneakers.

Anta invested around 789 million yuan ($122 million) in R&D in 2019.It plans to invest more than 1 billion yuan in technological innovation over the next five years.

To win the hearts of picky Chinese customers, China's sports brands have also worked hard to improve the design and cultural connotations of their products. Traditional Chinese culture provides a rich inspiration for the shoe designers.

Last year, Anta launched new running shoes paying tribute to Li Bai, a renowned Chinese poet from the Tang Dynasty (618-907 AD).

With admiration to the poet who had pursued romanticism in his poems throughout his life and elevated traditional Chinese poetry to a new high, Anta combined Li's philosophy of life with modern design features, rolling out some new sneakers that were a hit among local consumers.

Xtep hosted a fashion show last year at Shaolin Temple in Henan province, a location strongly associated with the history of kung fu. This coincided with the incorporation of Zen culture and the spirit of Chinese kung fu into their product design. The resulting sneakers also proved to be very popular once they hit the market.

"As the economy develops and urban green spaces and footpaths are perfected, young urbanites are increasingly willing to devote more time to sports," said Zhu. "They are expressing their individuality, while also being aware of Chinese brands and culture."

Li Dongming, secretary-general of the Tianjin Sports Industry Association, said China's sports industry is growing rapidly as emerging techniques, materials and technologies are constantly being developed and applied.

With more people becoming increasingly health-conscious and taking part in daily sporting activities, Chinese sports brands will continue to enjoy great opportunities for development, Li said.