Peak Performance takes on new Chinese name - sportstextiles: Lea SportsTextiles

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Peak Performance takes on new Chinese name

20/04/2022
Swedish outdoor and skiwear brand Peak Performance, controlled by Chinese sports group Anta via its majority share in Amer Sports, has officially entered the Chinese market. 

Under the new name Bikefeng, the brand will launch a WeChat mini-programme on April 30. Best described as a sub-application within the Chinese messaging application’s wider ecosystem, mini-programmes enable more advanced features such as e-commerce and virtual store tours. 

According to reports, a physical retail store is also set to open during the third quarter.

Although the brand opened an Alibaba-powered Tmall shopfront last September, this latest push forward into the market marks its official entry, local media said. 

The brand is expected to continue to be known by the name Peak Performance elsewhere. 

Read about how international winter sports brands are seeking to gain market share in China following the buzz around Beijing 2022 in WSA here.
 

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