4 olympics SATURDAY, JULY 28, 2012 CHINA DAILY

PHOTO BY AFP, ILLUSTRATION BY TIAN CHI / CHINA DAILY TAILORED IN CHINA, FOR TEAM WORLD The record number of Olympic teams clad in clothes bearing Chinese innovations brings a “made-in-China” to “created-in- China” paradigm shift to the London Games. Erik Nilsson, Wu Ying, Cecily Liu, Wang Zhenghua and Tiff any Tan report.

hile much ado has been made about the fact that Team USA’s uniforms for year and plans to extend it. while advocating happiness in sports,” impressive innovation, which it made “Extensive discussions have shown Liu Feng says. for another order, is carbon fi ber heat- the London Olympics are made in China, less attention has been given to we share common views on the devel- “Never judge a hero on the basis ed from inside by lithium batteries. the record number of foreign teams’ uniforms not only manufactured, but opment of sport, we appreciate the of success or failure, or numbers of Peak’s creative solution to the design also designed, by Chinese companies. Leading the pack is homegrown label same values and we want to provide medals. We chose to sponsor these versus manufacturing gap is to produce the best possible conditions for ath- three countries because we found new 40 percent of the wares it develops. Peak, which sponsors seven countries that will participate in 20 events in letes to achieve peak performance, heroism in them — Syria, in particu- “Once our factory in Shandong WLondon, and has the most sponsorships at the Games aft er Nike and adidas. Because the design which includes sports equipment,” lar. Syria has suff ered years of war and province is completed, we’ll manu- Dmitrovic says. lacked sports environment and facili- facture more by ourselves,” Liu Xiang process takes months — it may take up to a year until manufacturing is complete — Peak had to “Th e collection is a mixture of Slo- ties, but its athletes still compete in says. turn away 10 countries that approached it for the 2012 Games. Next up is Li-Ning, named aft er venian national sports design guide- many big events, which best interprets Th e ideal ratio of design to manu- and founded by the Chinese Olympic champion, which sponsors teams from eight countries and lines and Chinese high-production new heroism. facture is 50-50, he adds. technology. Th e design in green, blue “We also hope that through these “Th e balance can help us control more than 600 individual athletes from 17 countries across the fi ve continents — one for every and white represents three natural three teams, we can bring the new costs and cope with market fl uctua- Olympic ring. beauties of Slovenia: green — beauti- heroism concept to other countries to tions,” Liu Xiang said. ful nature and landscape; blue — sea; inspire a new generation.” “Th e cost of self-manufacturing is Other companies with foreign cli- home and abroad. Th rough coopera- Michaelides says the reason the com- and white — snow with mountains. Adivon solicited ideas from the now roughly equal to the cost of con- ents include Adivon, Qiaodan, Erke, tion with the foreign brands, domestic mittee went with Peak is simple: “We “Th is combination of colors is very public and fi nally chose a shirt called tracting our outside manufacturers, 361°and Xtep. A far greater number brands can also improve.” got a better off er from Peak.” unique and very well noticeable. (It) also “Peace”, the concept of which came thanks to our strict cost-control sys- of Chinese companies manufacture Li-Ning’s International Legion spon- Th e committee’s treasurer, Damia- includes an outline of Mount Triglav — from a Syrian studying in China. tem. But self-manufacturing makes uniforms, apparel and merchandise sors Argentina’s basketball team; Spain’s nos Hadjidamianou, explains Cyprus’ the highest Slovenian mountain.” “The unstable situation in Syria, us more flexible in face of market developed at home and abroad. basketball team; and the badminton delegation is small, with 13 athletes Zheng Hao, manager of the design and the peace and friendship rep- fl uctuations. “The phenomenon teams from Singapore, New Zealand and about 100 people in total, includ- department of general stores of Peak’s resented by the Olympics, inspired “We can increase or decrease our Inside indicates domestic and Australia. Th e track and fi eld teams ing coaches and offi cials. Beijing R&D center, says: “It’s rare to the Syrian student, who put ‘peace’ orders according to market demand Related sportswear companies from Zimbabwe and Eritrea also wear “Th at makes it hard for big compa- see uniforms that combine traditional in diff erent languages on the shirt to to avoid production shortages or story, are rapidly growing and Li-Ning. Th e company also made Swe- nies to design our materials,” he says. clothing culture with modern tech- advocate world peace,” Liu Feng says. excessive stock.” page 8 earning a say on the den’s ceremonial uniforms. Michaelides explains Cyprus didn’t nology. It’s challenging to integrate “The idea was well-received, and Liu Xiang explains that, while international stage,” says It became China’s first sportswear request specifi c designs for every team historic cultures with sports, but we our designers integrated the idea into many Chinese brands cut expenses Jian Jie, senior sponsorship products brand to sponsor a foreign Olympic but, rather, a generic design for all tried our best — and we did it.” Adivon’s new logo. Th us, the simple but and shrink their scope to focus on manager of Li-Ning’s sports resources team when it sponsored France in 2000. sports. Peak’s Liu explains that upon sealing meaningful Peace T-shirt was created the domestic market, Peak’s input in products department. Liu Xiang, deputy director of Hadjidamianou says: “Not only the a sponsorship, the company researches and became popular in the market.” this Olympics is 10 times that of 2008. “It also shows that brand infl uence Peak’s brand management center’s PR style but also the quality of Peak’s uni- the country’s history, culture, economy, But it’s not only designers who are “With the help of this Olympics, becomes increasingly important in department, says: “Chinese sports- forms is superb. Th e time of delivery is religion, customs and languages. innovating. Manufacturers are, too. Peak intends to expand its interna- the sportswear fi eld and ‘made in Chi- wear brands are gaining influence also very prompt. Whenever they say “We respect diff erent clients’ cul- Costco Wholesale in the US select- tional infl uence and become the lead- na’ is gradually transforming to ‘cre- internationally thanks to an increas- they’ll deliver, they do it earlier than tures in the design process,” Liu says. ed Jiaxing Cloud Dragon Garment ing sportswear brand in the seven ated in China’. Th e alliance between a ingly powerful China and the coun- they say. Th at matters a lot to us.” Adivon, which designed for Syria, Co to produce 127,000 Olympic (sponsored) countries,” he says. domestic brand and an international try’s sports achievements. He says Cyprus didn’t even talk to Cote d’Ivoire and Lesotho for the garments for fans in 17 countries “Only by entering the international brand can internationalize Chinese “Brands with rich sponsorship another sponsor because the com- London Games, also incorporates its in North America and Europe dur- market and joining the global com- brands and generate greater access to resources and marketing systems like mittee was more than satisfi ed with clients’ cultures in its creations, chief ing the London Games because of petition will Chinese brands become the partner’s market. Peak will receive more international its uniforms for the 2008 Games and brand offi cer Liu Feng says. the manufacturer’s innovations in stronger and be able to compete with “Th e alliance during the Olympics attention.” other international sports events. Th e countries it created for this year embroidery, equipment and fabric. top international brands.” can also increase the exposure of the Public Relations and Marketing Th e press attache of Team Slovenia, fi t its brand identity — “new heroism” General manager Ren Long explains domestic brand, promote its brand Administrative Offi cer of the Cyprus Brane Dmitrovic, says the committee — which it developed in late 2011. the company had to develop new fab- Contact the writers at value and further its recognition at National Olympic Committee Stavros initiated cooperation with Peak last “It redefi nes the concept of heroes, ric varieties for the order. The most [email protected] Legally blind archer sets world marks

Im broke the 72-arrow record he said the team would rest up for the Any spectators hoping to catch S. Korean athlete set in Turkey in May by three points remainder of the day and prepare a glimpse of the action left angry has 10% vision in with a score of 699, hours before for Saturday. and confused after being turned the 2012 Games official opening Im, 26, won gold medals in the away from Lord’s, where archery is left eye, 20% right ceremony. team event at the Beijing and Ath- being held. Despite the success, Im was mod- ens Olympics. He has only 10 per- Preliminary rounds were listed as By ASSOCIATED PRESS est in his reaction. cent vision in his left eye, and 20 non-ticketed and several thousand in London “Th is is just the fi rst round, so percent in his right, meaning he is spectators showed up at the venue I will not get too excited by it,” he considered legally blind. expecting to get in for free. Legally blind archer Im Dong- said. He has said that when he looks A spokeswoman for the London hyun set the fi rst world records of He combined with Kim Bub- at the targets, he sees colors with Games Organizing Committee said the London Olympics, breaking his min and Oh Jin-hyek, smashing the blurred lines between them. He tickets were not advertised or sold own record at the 72-arrow mark record for 216 arrows with a total does not wear glasses in competi- for the qualifying events and “we SUHAIB SALEM / REUTERS and helping South Korea set a team 2,087. Th at was 18 better than the tion, saying he relies on being able have always made it clear” that the South Korea’s Im Dong-hyun takes aim during the men’s archery individual ranking record during Friday’s ranking mark South Korea set in May. to distinguish between the bright early competitions were not open round of the London Games at Lord’s on Friday. round. Team coach Jang Young-sool colors of the target. to spectators.