Joining hands with the “Double Asia” top event, the 361 degree (01361) internationalization strategic layout has achieved remarkable results

The Zhitong Finance App learned that against the backdrop of a slowing recovery in global consumption in 2024, Chinese sports brands 361 (01361) still lead the industry with impressive double-digit revenue and net profit growth. The performance surpassed 10 billion dollars for the first time, ranking in the first tier of the industry. In the year under review, the Group's revenue increased 19.6% to RMB 10.07 billion, gross profit of RMB 4.18 billion, and gross margin remained at 41.5%, showing a strong growth trend. Behind this achievement is the brand's firm implementation of the “specialization, rejuvenation and internationalization” position. From being an official partner of five consecutive Asian Games to extending the map for the first time to the 2025 Harbin Asian Winter Games Ice and Snow Stadium, 361 has achieved a double breakthrough in brand recognition and market penetration through the strategic collaboration of “event binding+digitalization+globalization”.

Tournament Strategy: International Competitions Empower Localization and Deep Roots

In 2024, the brand further won the sponsorship rights for the top two major events, the 2025 Harbin Asian Winter Games and the 2026 Nagoya Asian Games, strongly supporting the Asian Games for five consecutive years, and also marked its breakthrough in all categories, from summer sports to snow and ice tracks and outdoor sports. Through the sponsorship of international sports resources, 361 has deeply integrated the brand spirit with the spirit of competition, showcased the brand's high-value professional sports products in multiple dimensions, conveyed the “love” culture to global consumers, and laid the foundation for a higher level of brand value expression and global development.

361 degrees continues to empower international sporting events from the Asian Games to the Asian Winter Games. As the official partner of the Asian Winter Games, 361 degrees helped the event in all aspects, and protected the event with professional strength and large-scale event service experience. Together with the Beijing Institute of Fashion Technology, they created official sportswear for torchbearers, runners, volunteers, technical officers, and security personnel, etc., and technical upgrades have been achieved, including the application of dry velvet padding, waterproof and moisture-proof technology. The lining also uses graphene technology to enhance the function of locking and keeping warm, incorporating the characteristics of Harbin's regional culture into the design, bringing Chinese aesthetics to the international snow and ice competition stage.

The core of internally-driven growth: leading the industry with online and offline integration ecology

The core driving force for 361-degree performance growth comes from accurately matching consumer demand, improving the efficiency of online and offline sales networks, and consolidating competitiveness through refined layout and quality service. Top products sold 12 million+ units across all channels. During e-commerce marketing festivals such as “618” and “Double 11” in 2024, channel sales increased by 99%, and racing shoes ranked first in the industry in terms of sales. Among them, the phenomenal single product Feilan 3/3.5 Tmall channel had a turnover of over 100 million and ranked in the top 3 running products in the industry, and technological products drove rapid growth in online sales. At the same time, the outdoor “Chestnut Bee” series has won unanimous praise from consumers for its “waterproof, moisture-permeability+lightweight” design, which combines a sense of technology and practicality. The 361 degree online platform sales have maintained a rapid growth trend and have become one of the core driving forces for the Group's upward performance.

In retail terminals, 361 degrees is reshaping the consumer experience through innovation in offline terminal retail formats. In 2024, the 361 degree brand had 7,115 global sales outlets, including 5,750 stores in mainland China, and a new 10th generation image store was unveiled. Continue to promote retail transformation and upgrading, and comprehensively enhance consumer shopping experience and single-store sales through store upgrades and continuous product and service improvements. Build a hierarchical and three-dimensional channel layout system to create new retail formats such as “361 degree superproduct” to bring consumers a one-stop shopping experience. Through a comprehensive sports marketing layout, the 361 degree brand will further deepen professional brand image building and expand the market in first-tier metropolitan cities.

In addition, overseas channels have also achieved landmark progress. The first overseas direct store was established in Kuala Lumpur, Malaysia. This important move marks the strategic significance of the 361 Degrees brand's expansion in Southeast Asia and shows the brand's firm commitment to providing professional sports equipment to sports enthusiasts. At the same time, overseas e-commerce platforms have also been officially launched, taking a critical step in the integrated development of online and offline brands in overseas markets.

Global Breaks the Game: Tournament Matrix and Resource Integration Accelerate Brand Penetration

Through the synergy between its own IP going overseas and the player economy, 361 degrees continues to export “cultural soft power” with its own tournament IP. When the “Touch the Ground and Fire” tournament first landed in Los Angeles, USA, this grassroots basketball IP, which was born in China, attracted exemplary attention. It was also the first time that a domestic sports brand promoted its own tournament to the international stage, driving the brand's international influence to continue to be exported. 361 Degrees provides young people who love and love basketball with professional basketball equipment and a game communication platform. It helps brands establish emotional connections with consumers through street basketball, and enables deep interaction between brands and consumers time and time again.

In the field of basketball, 361 degrees further strengthened the spokesperson matrix and deeply integrated the global basketball culture. In 2024, 361 Degrees signed Kentavios Cardwell Pop as the ambassador of the 361° basketball category, and Nikola Jokic, the 361° global brand ambassador, jointly launched the first signature shoe, the JOKER 1, for global sale, further enhancing the brand influence and professional image of 361 Degrees globally.

At the same time, 361 degrees increased the promotion and support of marathons. Many running ambassadors such as Kassie Derseh KINDIE, SISAY Meseret Gola, Li Zicheng, Guan Yousheng, and Li Bo have achieved excellent results wearing 361-degree high-performance racing shoes, verifying the technological strength of innovative achievements such as “CQT Carbon Critical Technology.”

In addition, 361 Degrees has also successfully created new in-house events and activities such as “See You on the Board” and “Talk on the Field”, expanding specialized sports scenarios to sports fields such as skateboarding and soccer, not only broadening the brand's consumer base, but also laying the foundation for the brand to create deeper product experiences and value scenarios.

Deepen internationalization and innovation to anchor future growth

In 2024, when the global consumption pattern is being deeply adjusted, 361 degrees was an impressive questionnaire with steady double-digit growth, setting a benchmark for the resilient growth of Chinese sports brands. Through the closed loop of “event bunding+digitalization+globalization” strategy, the brand has not only achieved global breakthroughs from summer sports to ice and snow tracks, from deep local cultivation to international transformation, but has also restructured the sports consumption ecosystem with innovative technology and youthful narratives. Looking forward to the future, with the continuous development of high-potential outdoor racetracks and the iterative upgrading of innovative achievements such as professional racing shoe matrices, 361 degrees is using “Made in China” as the engine to accelerate the upgrading of the role from a professional sports leader to a global consumer innovator. Driven by the triple drive of building a foundation of specialization, breaking through circles with youth, and breaking through internationalization, this Chinese brand, which has always resonated with the pulse of the times, will continue to work in both directions with the hard power of technology and the soft power of culture to write a new paradigm for the global sports industry.