Brand History
22 years of development, step by step
In May 2023, a new strategic proposition "Get moving" was released.
Release the brand single "Towards a Bright Future"
Release the brand's new mission and open a new era of brand repositioning
The 500 Most Valuable Brands in China
Cross - border collaboration with Universal Pictures' most well - known series IP, "Jurassic World"
In May, the "Shine 100" was launched, creating a new content marketing model in the sports industry for the first time; in August, with the "Move and Be Lovely", the brand's national fitness strategy was launched.
The 500 Most Valuable Brands in China
The top ten sports shoe brands in China
In April, the "Unleash Extraordinary Start" strategy was released.
Establish the "Birdway Sports Science Laboratory"
In July, taking advantage of the 2016 Rio Olympics, we joined hands with Wang Beixing, the world speed skating champion, to go to Rio together. The independent IP event of HALO RUN was upgraded and successively kicked off in eleven cities including Chengdu, Kunming, Hangzhou, Wuhan, Shenyang, and Hefei. We also joined hands with the General Administration of Sport of China to create China's first "123 National Winter Running Day".
Return to the professional sports track
The top 100 private enterprises in Fujian Province in terms of tax payment
The number of brand terminal stores exceeds 6,000.
Collaborate with Marvel, the global comic giant, to launch Spider - Man cross - border products; Sign superstars Huang Xiaoming and Lin Chi - ling to enhance brand awareness.
Top 100 Enterprises in China's Light Industry
Online video sponsors and advertisers for nationwide ad placement of "The Voice of China Season 2"
One hundred key industrial enterprises in Fujian Province
Sign with the Happy Family and embark on the path of brand rejuvenation and transformation
Sponsor variety shows such as "Happy Camp" and "I Can Remember the Lyrics"
Top ten sports shoe enterprises in China
Form a strategic partnership with Tencent
Hold hands with the "new flying man" in Asia, Lao Yi, the 100-meter champion of the Guangzhou Asian Games
The top 100 most valuable brands in China's footwear industry
A comprehensive brand communication campaign with the core concept of "Joy of Sports" has officially launched.
The brand value of "Guirenniao" exceeds 2.7 billion yuan.
Become a special broadcast brand of "Sports Express" on CCTV-5
The Beijing Olympics brought the first golden age to the domestic sports industry, and the scale of footwear and apparel increased significantly.
Use variety shows to drive brand rejuvenation
Sponsor programs such as "Super Boy" on Hunan Satellite TV, "My Show" on Dragon TV, and "Absolute Music" on Jiangsu Satellite TV.
Become the top sports equipment partner and designated sponsor of the organizing committee for the Team USA Dream 7's China tour and the International Basketball Friendly Tournament.
Enter the field of professional sports
Become a strategic partner of the International Association of Athletics Federations in the East Asia region, as well as the sole designated sports equipment manufacturer and sponsor
Be invited to participate in the 14th China International Sporting Goods Fair
Entering Hall 1 together with top international and domestic brands has become the biggest highlight of the Sports Expo.
Invite Cecilia Cheung to be the brand image ambassador
Pioneered sports skate shoes in the domestic sports shoes and apparel industry; Pioneered the breakthrough of breathable function of "air-conditioned shoes"
