In the women’s singles final at the Paris Olympics on 3 August, 21-year-old Chinese player Zheng Qinwen made history by winning the first Olympic singles gold medal for Chinese tennis. Following her victory, numerous corporate brands extended their congratulations on social media. Among them, Nike, which began sponsoring Zheng Qinwen’s kit nine years ago, created a widely shared advert for her before the Olympics, while CHAGEE appointed Zheng Qinwen as its first “health ambassador” in April this year. Zheng Qinwen’s triumph and her immense commercial potential bring to mind freestyle skier Eileen Gu from the 2022 Winter Olympics.
Six months before the 2022 Winter Olympics, Luckin Coffee announced its new spokesperson, Eileen Gu, then a relatively unknown figure. After her Olympic victory, Luckin Coffee swiftly capitalised on her success by launching an Eileen Gu-endorsed coffee, which sold out rapidly. Similarly, Nike and CHAGEE are now basking in glory alongside Zheng Qinwen.
Before the Paris Olympics, Nike launched a campaign, “Winning is not for everyone,” featuring a message for Zheng Qinwen: “The only souvenirs of Paris that I want to take away are the medals.” This message, embodying the determination to win and aligning with Nike’s “Just Do It” philosophy, was well-received by the public as bold and prophetic. Following Zheng’s gold medal win, a t-shirt bearing the same message was released online, priced at 299 RMB (approx. 41.93 USD).
Tennis has long been a crucial arena for Nike’s sports marketing, with a history spanning over 40 years. Their collaborations with players like Nadal, Sharapova, and Federer have cemented Nike’s association with the sport. Nike’s practice of supporting players before they rise to fame is evident in their sponsorship of Zheng Qinwen since she was 13.
CHAGEE’s timing was super lucky. When CHAGEE invited Zheng Qinwen to be their first “health ambassador” on 26 April this year, she was not yet widely known. However, in the lead-up to the Olympics, CHAGEE strengthened their association with her through various promotions. After Zheng Qinwen reached the final and won, CHAGEE celebrated with posters, free vouchers, and congratulatory social media posts.
CHAGEE’s selection of Zheng Qinwen was based on two factors: aligning with the brand’s “health” upgrade and using her underdog status to represent their own rising potential. Following the historic victory, many netizens expressed a desire to order a cup of CHAGEE in celebration. The Weibo topic #CHAGEE Congratulates Zheng Qinwen# gained 58.72 million views, while another topic #Zheng Qinwen Perfectly Interprets CHAGEE’s Girl# garnered 2.34 million views.
Other brands that supported Zheng Qinwen, although not as prominent as Nike and CHAGEE, also benefited from the festivities. Currently, around ten brands sponsor Zheng Qinwen, including Nike, CHAGEE, Ant Group (Alipay), Rolex, Wilson, McDonald’s, Lancôme, etc. These brands span various sectors such as sports, finance, luxury goods, and food and beverage, showcasing Zheng Qinwen’s broad commercial appeal. Additionally, Zheng Qinwen has spurred interest in tennis products, much like Eileen Gu did for skiing. Her success promises to elevate the popularity of tennis, benefiting long-time supporters.
