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The CCTV 2010 Asian Games advertising resource briefing, held in Beijing recently, attracted significant attention. A large portion of the sponsors were local Guangdong companies, who demonstrated strong performance in this competitive advertising landscape. Notable names such as Wong Lo Kat, Samsung, TCL, GAC Toyota, and 361° have all signed with CCTV. Additionally, Cardin Road, a brand focused on Asian market operations, has also become an official sponsor of the Asian Games.
With the excitement from the South African World Cup fading, the countdown to the Guangzhou Asian Games began, reigniting the competition in sports marketing. In the “Asian Games Angels†- 2010 Guangzhou Asian Games etiquette volunteer selection contest, one could spot a prominent figure from a well-known casual wear brand, CARDANRO (Cardin Road), which is a major sponsor of the event.
Cardin Road, a leading multi-brand apparel company in China, has built its business around consumer needs and operates with a fast and agile supply chain system. The company focuses on casual wear and implements a high-standard brand strategy. As part of its efforts, Cardin Road has fully sponsored the “Kadanlu Asian Games Angels†selection contest, organized by the Guangzhou Asian Games Organizing Committee, Guangdong Satellite Television, and Cardin Road (Italy) Co., Ltd.
This event aimed to select 600 ceremonial volunteers passionate about promoting and serving the Asian Games. During the signing ceremony, Sun Xiaofei, chairman of Cardin Road, revealed that the total value of the sponsorship would exceed 80 million yuan. The company had previously been a supplier for the Asian Games and now, after upgrading to a sponsor, will provide sports and casual clothing during the preparation and match periods.
As the Asian Games approached, Cardin Road believed that the “Asian Angels†selection contest would gain widespread public attention, enhancing brand awareness and creating more business opportunities. The event, launched at the end of May last year, spanned two years and took place across 10 major cities. It featured a combination of ground, TV, and online selections, focusing on the theme of courtesy. The event also involved traveling to top competition areas and inviting celebrities to promote the Asian Games.
Cardin Road’s involvement in the contest not only brought them into the spotlight but also helped boost their brand image. The company saw a significant increase in orders, with autumn and winter season sales doubling compared to the same period last year. This success marked a key step in Cardin Road’s strategy to expand its market share and attract new consumers.
Through the contest, Cardin Road improved brand visibility and implemented a differentiated marketing strategy, leading to increased customer engagement and higher single-store performance. The “Asian Angels†selection contest became a powerful platform for promoting sportsmanship and Asian Games etiquette. With the event's successful launch, Cardin Road's casual wear gained deeper popularity among young people, setting new fashion trends.
Zou Zhaoyi, general manager of Guangdong Cardin Road Garments Co., Ltd., emphasized that the brand has long focused on showcasing the fashionable, active, and healthy lifestyle of Chinese youth. He noted that the Asian Games provided an opportunity for brands to align with the spirit of sports and influence consumer behavior.
According to Zou, Cardin Road is highly compatible with the values of the Asian Games, as both emphasize breaking through and pursuing excellence. The brand targets young people who are passionate about sports and innovation. By becoming an Asian Games sponsor, Cardin Road not only highlighted its fashion and dynamic elements but also infused fresh energy into its brand identity, incorporating values like creativity and breakthroughs into its new seasonal collections.