Sportswear makers try to cash in on Olympic publicity with high-tech gear

Sometimes, the clothes really do make the man. Or the woman, as the case may be.

With elite athletes pushing their bodies to the physical limit, any tiny edge in equipment - things like lighter shoes and more breathable uniforms - can make just enough of a difference in the final outcome.

Technology has been playing an ever-larger role as athletes look to enhance their performance while earning money from sportswear producers.

The biggest sporting event on the planet, the Olympic Games provide a stage for sportswear suppliers to show off their latest innovations.

Li-Ning, one of China's leading sportswear brands, will provide gear for Chinese athletes competing in diving, gymnastics, badminton, table tennis and shooting in London. Those five teams won 28 of China's 51 gold medals in Beijing.

As part of the partnership, Li-Ning created new uniforms - known as "dragon shirts" - before the Games.

Inspired by the Year of the Dragon, Li-Ning introduced a "scarlet scales" concept into the uniform design, which features scale-shaped vents at the back to provide optimum airflow.

These breathable vents adapt to athletes' movements. During intense moments of a competition, the vents provide air to the athlete by opening. In low intensity periods, the vents close to keep the athlete warm.

World champion table tennis player Zhang Jike hailed the uniform as his secret weapon.

"It feels like the shirt can breathe with me," said Zhang, the favorite for the men's singles title in London. "It allows more cool airflow in and makes me feel more comfortable. I believe it has an impact on the game."

The dragon elements were included in hopes of inspiring national pride.

"The dragon image represents Chinese culture, and the uniforms embody modern technology," said Jian Jie, director of Li-Ning's Olympic design crew.

"We hope our products will motivate our athletes with the dragon elements while helping them be higher, faster and stronger."

Li-Ning's new collection of Olympic equipment also includes rackets for the badminton team, which hopes to improve on the three gold medals it won in London.

To match defending Olympic champion Lin Dan's aggressive style, which features heavy smashes, Li-Ning elevated the balance point of his racket, weighting its head while lightening its shaft.

There's also a special racket for women's world No 2 Wang Xin.

Wang's racket features an elastic shaft and a lighter weight to help her produce fast swings with precision during the offense-defense switch.

"I think this is the best racket I've ever used because it fits me better," Wang said after winning the Uber Cup (the women's team world champion title) in May. "It helps enhance my speed and quick response."

In 2008, Li-Ning's sales revenue jumped 53.8 percent to 6.69 billion yuan ($1.05 billion), and that pace continued until 2010, peaking at 9.48 billion yuan to rank second only to Nike in China.

Li Ning, the gymnastics legend and founder of the brand, attributed the growth to the Olympics.

"Our group has successfully seized the opportunity (provided by the Beijing Games) to promote our integrated marketing strategy, which contributed a lot to our international image. So we definitely expect to do it again in London," he said.

Meanwhile, international giants like Nike and adidas continue to fight for their own share of the pie.

Nike unveiled uniforms for Chinese athletes competing in basketball, track and field, tennis, weightlifting, wrestling, archery and beach volleyball.

"Nike has been bringing innovations to Chinese athletes since 1984. These new products can help athletes unlock their potential and perform at their best," said Craig Cheek, vice-president and general manager of Nike China.

China's Olympic champion hurdler Liu Xiang, who wore a Nike suit during three consecutive wins at the IAAF Diamond League meets, credited part of his performance to the gear.

"That was the first time I've worn such a compressed yet comfortable uniform. By offering aerodynamic drag reduction, it helps me do much better," he said.

The uniforms were produced with environmentally friendly materials derived from recycled bottles.

"The new uniform and shoes are lighter and more breathable. I also really appreciate the commitment to protecting the environment," said Yi Jianlian, a forward on the national basketball team.

Adidas, the official sportswear partner of the host British team, will supply more than 900 British athletes with about 175,000 items of appeal.

Adidas is also endorsing some top Chinese athletes, including reigning Olympic champion boxer Zou Shiming and basketball players Sun Yue and Wang Zhizhi.

"This is still an era in which sports brands have huge resources," said Ren Hai, professor at Beijing Sport University.

"An opportunity, such as the Olympics, will be taken by others if you don't bid for it. So, any company with enough strength will try to get involved."

sunxiaochen@chinadaily.com.cn

(China Daily 07/26/2012 page11)