Chinese Tech and Sports Brands Shine at Milan-Cortina Olympics

The 2026 Winter Olympic Games in Milan and Cortina, Italy, have garnered significant global attention, particularly highlighting the growing influence of Chinese apparel and technology brands in the international arena. With an increasing number of these brands supporting the event's operations, the Games have become a vital platform for showcasing China's manufacturing capabilities and technological advancements to a worldwide audience.

During the Olympics, Chinese sportswear brands such as Anta and Li-Ning are extending their reach beyond the Chinese delegation, supplying teams from nations including Italy and Greece. In addition, tech giants like Alibaba and TCL are stepping into key roles as technology partners for the Olympic Games, further enhancing China's presence in international sports.

Experts have recognized this proactive push by Chinese brands into international markets as indicative of a strategic shift towards global positioning. This move reflects a growing confidence in their product quality, technological expertise, and overall brand value.

The landscape of winter sports equipment in China is also coming into sharper focus. Anta Group, representing its brands Anta, FILA, and Descente, is providing professional competition and training gear for up to 13 Chinese national teams at the Games, demonstrating its commitment to quality and performance.

Anta is supplying equipment for ten national teams across core speed disciplines, including short track speed skating and skeleton events. FILA is outfitting the recognized freestyle skiing aerials team, a medal contender, while Descente supports both the national snowboard half-pipe team and the alpine skiing team, covering a range of key snow sports.

The prominence of branding is further emphasized at the Olympics through ceremonies and events, with Li-Ning supplying uniforms for the Chinese delegation at both the opening and medal ceremonies. These uniforms, developed with the China National Space Administration, incorporate advanced insulation and far-infrared technology, merging innovation with national representation.

The visibility of Chinese brands extends beyond formal ceremonies to the athletes' performance gear. Notably, Chinese snowboarder Su Yiming secured a bronze medal in the men's big air final while wearing Anta gear, exemplifying how athletes serve as active brand ambassadors, promoting their sponsors through their competitive achievements.

Chinese tech firms are also taking on crucial roles in the operational framework of the Games. Alibaba Cloud is collaborating with Olympic Broadcasting Services and the International Olympic Committee to deploy cloud and AI technologies, while TCL supplies essential broadcasting equipment, further solidifying China's technological footprint at this global event.

Wang Peng, a research fellow at the Beijing Academy of Social Sciences, notes that the rapid expansion of Chinese brands into international sporting arenas indicates a transition from resource integration to standards-setting. This shift reflects a deeper engagement in global events, driven by robust technological capabilities and supply-chain strength.

Zhang Yi, CEO of iiMedia Research Institute, emphasizes that the period between the Beijing 2022 and Milan-Cortina Games marks a transformation for Chinese brands, which now compete not just for exposure but for recognition on a global scale. Factors such as efficiency, delivery, and market acceptance are becoming increasingly critical, showcasing the maturation of Chinese brands within the global sports industry.

Overseas perceptions of Chinese brands are evolving from a focus on "contract manufacturing" to a recognition of their technological prowess. High-profile exposure at elite sporting events and through accomplished athletes serves to validate product performance and foster trust, ultimately paving the way for broader consumer acceptance.

In the expansive realm of the global sports market, the presence of athletes from various nations adorned in Chinese-made gear transcends mere commercial exchange. Experts argue that this serves as a pivotal invitation for Chinese manufacturing to present its capabilities to the world, reinforcing its role as a key player in the international business landscape.