Marketing for the Year of the Snake: How Global Sports Brands Are Tailoring Their Chinese New Year Campaigns?

As China ushers in the Year of the Snake, international sportswear brands are leveling up their marketing game with campaigns that go beyond simple “Chinese red” apparel.

The Chinese New Year, a time of tradition and festivity, has become an essential occasion for global brands to tap into the Chinese market. Yet, this year, brands have moved beyond the usual symbols and colour schemes to embrace deeper cultural connections, especially with the Chinese zodiac theme of the Snake.

The Power of the Snake: Symbolism Meets Marketing Strategy

The Year of the Snake has provided a unique opportunity for brands to infuse local cultural symbols into their marketing strategies.

Nike, for example, launched their global “Year of the Mamba” (曼巴之年) campaign, drawing inspiration from the snake to honor the late basketball legend Kobe Bryant, whose nickname “Black Mamba” symbolizes strength, agility, and determination. By tying the snake symbol to Bryant’s legacy, Nike was able to create a campaign that resonated both with the Chinese market and basketball fans worldwide.

Similarly, outdoor brands like Salomon and The North Face took the snake theme to a more literal level, incorporating snake-like designs and patterns into their apparel, including jackets and shoes.

Salomon’s use of snake-inspired prints on outdoor gear not only connected to the cultural concepts of Year of the Snake, but also appealed to the growing outdoor adventure market in China. The fusion of symbolism and utility proved to be a smart move for these brands, blending cultural relevance with their products’ core functionality.

Moving Beyond “Chinese Red”: A Deeper Cultural Connection

While “Chinese red” remains a staple in these brands’ Chinese New Year marketing strategy, many brands are now moving toward a more nuanced but relevant approach to appeal to the increasingly sophisticated Chinese consumer.

After all, with the rapid economic growth of the country, Chinese New Year marketing no longer revolves solely around festive clothing, but also embraces traditional Chinese cultural values, craftsmanship and storytelling.

Luxury brands like Bottega Veneta and LOEWE have set the bar very high and difficult for the other brands to beat, by intertwining Chinese New Year themes with rich cultural narratives.

Bottega Veneta’s campaign featured vibrant fireworks as a symbol of celebration, while LOEWE used shadow puppets and kites in its designs to bring the spirit of Chinese traditions to the forefront. These brands demonstrated that Lunar New Year marketing could be more than just a commercial opportunity – it could be a celebration of culture and heritage.

Local Adaptation: The Snake Theme Meets Local Design

One of the most telling trends this year is how international brands are adapting their products to better suit Chinese consumers. The snake motif is prevalent, but it’s not just about appearance; it’s about understanding the deeper cultural relevance of the symbol.

For instance, lululemon worked with Chinese singer Chris Lee Yu-chun (李宇春), actor Ken Wu and table tennis player Ni Xialian (倪夏莲) to create a short film called Back to Spring (回到春天), which not only embraced the Chinese tradition of the four seasons that connected with the idea of rebirth and renewal, themes commonly associated with the spring season, but also promoted their soft, light and flowing fabrics.

Chris Lee showcases the Define and Align™ franchises crafted from the buttery soft Nulu™ fabric, whereas Ken Wu models men’s essentials made with water-resistant and windproof Glyde™ fabric, paired with the Surge Warm Long Sleeve Shirt in the Rulu™ fabric. All are perfect for effortless transition from city life to outdoor activities.

Meanwhile, domestic brands are also capitalizing on the Year of the Snake by introducing exclusive collections that reflect both the cultural symbolism and the evolving demands of Chinese consumers. Domestic brands like Li Ning have launched their own snake-inspired products, blending traditional aesthetics with contemporary designs, appealing to younger consumers who are looking for unique and culturally relevant products.

E-commerce Power: Leveraging Platforms for Lunar New Year Success

This year, e-commerce has played a significant role in spreading Chinese New Year campaigns far and wide. Platforms like Alibaba’s Tmall and JD.com are now essential for brands to reach Chinese consumers, especially during peak shopping seasons like Chinese New Year. Brands that have tailored their offerings to the Chinese New Year’s themes of prosperity, family, and tradition have seen remarkable success.

It has been proven successful to promote snake-themed campaigns on these platforms, often using influencer marketing to drive engagement. The fact that they resonated with cultural themes of transformation and personal growth during the Year of the Snake was a subtle yet powerful connection.

The New Consumer Mindset: Younger Generations Seek Meaningful Engagement

Today’s Chinese consumers, particularly the younger generations, seek more than just a product – they want a connection.

They are increasingly drawn to brands that understand and respect Chinese traditions while offering innovative, stylish, and high-quality products. According to a report by VOGUE Business, local Chinese brands now occupy half of the spots on young people’s most-wanted sportswear brands list, with Li Ning emerging as a strong contender. This is a significant shift from just a few years ago when global brands dominated the scene.

As the Chinese market becomes more mature, international brands must rethink their approach to Chinese New Year marketing. It’s no longer enough to simply release a red jacket or pair of sneakers with a lucky pattern. To truly succeed, brands must tap into the cultural essence of the holiday, offering products that speak to the values and identities of Chinese consumers.

Conclusion: The Future of Chinese New Year Marketing

As the Year of the Snake continues to unfold, it’s clear that international sportswear brands are stepping up their efforts to cater to the diverse and sophisticated tastes of Chinese consumers. From the global impact of Nike’s “Mamba Year” to the local adaptations of brands like lululemon and Salomon, the Year of the Snake offers an opportunity for brands to deepen their engagement with one of the most dynamic markets in the world.

In the coming years, it won’t just be the colour red that defines Chinese New Year marketing. It will be about embracing deeper cultural storytelling, offering locally relevant products, and engaging consumers in meaningful ways. The brands that can successfully navigate this cultural landscape will be the ones that emerge victorious in the ever-competitive Chinese market.