{"id":10907,"date":"2022-08-31T07:30:54","date_gmt":"2022-08-31T07:30:54","guid":{"rendered":"https:\/\/focus.cbbc.org\/?p=10907"},"modified":"2025-04-23T09:38:15","modified_gmt":"2025-04-23T09:38:15","slug":"how-brands-can-tap-into-the-rise-of-niche-sports-in-china","status":"publish","type":"post","link":"https:\/\/focus.cbbc.org\/how-brands-can-tap-into-the-rise-of-niche-sports-in-china\/","title":{"rendered":"How brands can tap into the rise of Ultimate Frisbee in China"},"content":{"rendered":"

Ultimate Frisbee and other niche sports are taking off in China, and international brands like Lululemon and Nike are taking note. Qing Na from Dao Insights examines how the rise of these sports offers useful lessons about marketing to a Gen Z audience in China<\/h2>\n

Despite making its way to China over 30 years ago, the game of ultimate frisbee has only recently risen to become a popular form of social currency amongst China\u2019s Gen Z crowd. The emergence of this sport is very similar to China\u2019s recent embracing of glamping<\/a>; it\u2019s an outdoor activity with low barriers to entry and minimum equipment needed.<\/p>\n

Not only is Ultimate Frisbee easy to play, but the inclusive nature of this mixed-gender sport has also added to its appeal with a young demographic, who are using it as a tool for socialising. As a result, the activity is reported to have drawn in over half a million players in 2021, taking first place as China\u2019s most beloved niche sport in 2022.<\/p>\n

The enthusiasm was soon reflected on China\u2019s largest lifestyle-sharing platform, Xiaohongshu<\/a>, which also acts as a trend indicator for Gen Z. Frisbee-related content surged sixfold and amassed 570 million accumulated views in the past year, according to the Top 10 2022 Lifestyle Trends published by the platform.<\/p>\n

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The ultimate frisbee craze was encouraged by the latest notice issued by the General Administration of Sport of China earlier this July announcing the launch of the first China Frisbee League, which was held at a sports centre in Duyi Heritage Park in Xi\u2019an, Shaanxi province. As the news arrived, Xiaohongshu doubled down on its bid on the sport by becoming the official content community for this event. These actions signal a growing recognition of the popular activity, pushing the transformation of frisbee from a niche exercise to the mainstream.<\/p>\n

The momentum that frisbee has also had an influence on the fashion industry, with seamless yoga outfits seeing growing traction amongst frisbee players, drawing in sports brands. So far, Norwegian athletic shoe company Hoka and Japanese high-end winter sports brand Descente (which was acquired by Chinese brand Anta<\/a>) have broadened their product ranges to tap into the frisbee sensation.<\/p>\n

Meanwhile, global labels such as Lululemon and Nike, as well as Chinese sun protection unicorn<\/a> Beneunder, have made efforts to foster communities of frisbee lovers. Lululemon partnered with one of China\u2019s two biggest frisbee start-ups, Yikun Discs, and added this new sport to the routine outdoor activities for its Sweat Community.<\/p>\n