Wider recognition

Thanks to the Olympic exposure, skateboarding is gaining traction across China, highlighted by the bustling scenes at Shanghai's dockland park, where parents and kids joined long queues to sign up for entry-level junior courses during last month's qualifying event.

Stoked about the sport's bright future, Cui, who started skating only four years ago influenced by her dad, shared her advice for newcomers.

"If you're just starting, I want to encourage everyone to maintain their love for skateboarding," said Cui, who, at 13, became China's youngest ever Asian Games champion across all sports when she won gold in Hangzhou last year.

"Practice tricks with a positive mindset: If it doesn't work now, keep going every day, and eventually, it will. Stay persistent."

The sport's growing appeal among young fans has turned Team China's teen stars into highly sought-after spokespeople for a range of sponsors. Since signing an endorsement deal with the Chinese skateboarding team in September, high fashion and trendy sports brand FILA FUSION has seen its market awareness grow exponentially alongside Chinese skaters' increasing international presence.

Its tailor-made products for Team China, such as customized skateboarding shoes for Cui and Zeng, and classic outfits made with anti-friction fabrics and accessories, have helped Chinese skaters push beyond their limits on ramps, rails and slopes.

Donning the bright yellow and red — inspired by the national flag — and the brand's iconic blue, Chinese athletes wearing specially designed T-shirts passed the OQS tests in Shanghai and Budapest with, literally, flying colors.

Their workwear-inspired skateboard pants, using CORDURA fabric, also helped them try jaw-dropping tricks without worrying about rips or tears, thanks to the excellent strength and abrasion resistance of their outfits.

By hosting all kinds of skateboarding promotion events on the sidelines of top competitions, such as the Shanghai OQS leg, FILA FUSION is also helping grow skateboarding culture, increase access to the sport and encourage greater participation together with Chinese athletes.

Community outreach initiatives, such as the FUSION PARK event, is engaging with an increasing number of young skateboard enthusiasts, offering them a shared platform to perfect their skills, express themselves and promote the urban sport culture at the same time.

• 上一页
• 1
• 2
• 全文阅读